The concept of value has proved to be an enduring endeavor for many philosophers and researchers [3]. A literature review has established that perceived value has been conceptualized as what consumers get for what they give, or the consumer’s overall evaluation of the utility of a produce based on perceptions of what one receives for what one gives [4]. Perceived value has been considered one of the most important concepts for understanding customers. Perceived value is dimensional. Sheth et al. (1991) put forward perceived value includes social value, emotional value, functional value, epistemic value, and conditional value [5]. Utilitarian value and hedonic value are also included in perceived value. Utilitarian value refers to the level at which shopping is considered the “work” of obtaining a product because it is related to a certain sense of obligation felt in the process. Hedonic value is more subjective and personal than its utilitarian counterpart and resulting more from fun and playfulness.

Customer satisfaction is a core concept in marketing theory and practice. Customer satisfaction is an attitude towards the production or service. Customer satisfaction is a customer’s overall evaluation of the performance of an offering to date [6]. Oliver (1996) stated that the customer satisfaction was the customer’s fulfillment response. The next year, he described customer satisfaction as “a judgment that a product feature, or the product itself, provides pleasurable consumption related fulfillment”. Customer satisfaction is assumed to be a determinant of repeat sales, positive word-of-mouth, and customer loyalty [7].

Questionnaire items were developed based on those used in previous researches. The questionnaire consisted of hedonic values and utilitarian values [14], the perceived problem and attitude towards protection and development [12], customer

Satisfaction [15], and purchase intention [8]. Respondents were asked to rate 20 items using a five-point Likert scale (Table 1).

Data is the most valuable information that collected by the researchers from the respondents. Data can be readily quantified and generated into numerical form. It is ideal for use when surveying large numbers of respondents. The standardized nature of questionnaires enables researchers to make generalizations out of the results. In this research, the researcher used the quantitative method and the primary data by sending paper questionnaires to a large group of people which is more truthful with response.

In the research, the researcher distributed the questionnaires to the tourists who travelled in Wangkui. Research site is Wangkui city in Heilongjiang province, where the questionnaire were given to the tourists at cultural center, the Manchu garden, Lin feng’s former residence, Miaoxiang mountain, Wangkui botanical gardens.

The respondents of my research are the tourists from different cities in china. The actual population of this study is the 500 tourists in Wangkui, Heilongjiang Province of China. These respondents mainly come from other cities in Heilongjiang Province which consist of teachers, students, staffs, businessmen and so on. Furthermore, the questionnaires are also distributed according to their different gender, age so as we can collect different types of information that provided by respondents based on their knowledge and experiences respectively. The actual population of this study is the 500 tourists in Wangkui, Heilongjiang Province of China.

After the statistical validity of sample data, trend and distribution pattern basically meets the needs, this empirical research still needs to use the formal questionnaire reliability and validity test. Using the formal sample data collected by questionnaire survey, this study uses SPSS 21.0 software for the study of the six latent variables which is got by dimension reduction including 20 measuring items. Cronbach’s alpha coefficient and alpha coefficients after deleting item were calculated respectively, and the specific results were shown in Table 2.

Data of table shows that the Cronbach’s alpha coefficient of perceived attraction variable is 0.855, Cronbach’s alpha coefficient of perceived experience variable is 0.833, Cronbach’s alpha coefficient of perceived problem variable is 0.851, Cronbach’s alpha coefficient of practical demand variable is 0.873, Cronbach’s alpha coefficient of the attitude of the development of variable is 0.898, Cronbach’s alpha coefficient of purchase intention variable is 0.882, and the variable scale delete any item after alpha coefficients were not significantly improved. Data at the same time, Cronbach’s alpha coefficients of tourists’ attitude and perception model is above 0.7, reaching the standard of the reliability test [16], so the questionnaire used in this research has good reliability.

The combination reliability and convergent validity of the measurement model are further tested. The results as shown in Table 3, the combination reliability (CR) between 0.644 to 0.893, is greater than 0.6, which shows that the validity between latent variables and the observation variables is variables, model can be tested. The convergent validity of the measured model was tested with the average variation of the latent variable (AVE) to test the explanatory power of each observation variable on the average difference of the latent variable.

The validity analysis results of the study are as shown in the table, because the KMO value of each analysis indicator of the scale is greater than 0.7, and is

significantly correlated with the level of 0.000 (Table 4). Therefore, the scale of this study has high validity.

In this study, AMOS 21.0 software was used to validate the data obtained from the formal investigation. Confirmatory factor analysis shows that the standardized load of all observed variables is from 0.72 to 0.89 (Figure 2), which conforms to the standard of being greater than 0.4. The fitting result of the verification model is shown in Table 5. The data can be used to carry out the follow-up of path analysis in Table 6.

Structural equation model, according to the results of path coefficient analysis, six hypotheses among nine are significant at the 0.001 level, one significant is at the 0.01 level, the other two paths coefficient for example perceived problem and attitude of development, the problem of perception and perceived experience, according to P > 0.05, failed the test, so the effect was not significant. The

Note: HV = Hedonic value, CS = Customer satisfaction, PP = Perceived problem, UV = Utilitarian value, APD = Attitude of protection and development, PI = Purchase intention

Note: HV = Hedonic value, CS = Customer satisfaction, PP = Perceived problem, UV = Utilitarian value, APD = Attitude of protection and development, PI = Purchase intention.

performance factors were not analyzed further because it is in the area of not significant in the modified Kano model diagram.

According to the test results, the researcher modified the initial model. In this study, the correction index (MI) of each parameter is small, considering the practical problems to be discussed in the model, the correction is not significant. Therefore, only the unmarked influence path of the variables in the model is deleted, and the modified structural equation model is shown in Figure 3.

In particular, for estimation of the fit of the model, the Maximum Likelihood with Bootstrapping of 1000 samples was adopted. The fitting test of the modified model is performed. The results are as follows in Table 7. Table 7 shows that the fit of the model is good.

Structural Equation Model (SEM) analysis by using AMOS 21.0 was used to test the hypotheses proposed by the researcher. As the foundation to test the hypotheses, the Critical ratio (Cr) was used from the results of output regression weight. The hypotheses proposed will be accepted if P value < the significance of 5%. The results of the analysis are presented in Table 8.

As can be seen from the above table, 7 paths in the modified model, H1, H2,

Note: *** significant in level of 0.001; HV = Hedonic value, CS = Customer satisfaction, PP = Perceived problem, UV = Utilitarian value, APD = Attitude of protection and development, PI = Purchase intention

H5, H6, H7, H8 and H9 all pass the test and P < 0.05, which is consistent with the expected effect. Therefore, the final model path of this study is shown in Figure 4.

The test results of the influence of hedonic value on customer satisfaction generate value of the standard path coefficient by 0.21 (Figure 3), with value Cr amounted to 3.131 in the significance level of 0.002, less than 0.01 (Table 8). This study suggests that hedonic value has a positively significant effect on customer satisfaction.

The average ranking of tourist hedonic value is “fun” (4.12), fantasy (3.86) and ornamental value (3.77). It is worth noting that women’s perception of heritage attractions average slightly higher than the men, women awareness to fantasy (3.76), the men’s perception for the “fun”(4.13) and ornamental value (3.80) is slightly higher than the female’s, and no significant difference between the man and the woman. In general, the ornamental value is in an important position, so the intangible cultural heritage with aesthetic value is of great value for tourism development. Statistics show that 87% of visitors who tried the souvenirs felt good, 78.6% of tourists were satisfied with Wangkui shadow souvenirs, 66.8% of visitors were pleased to buy Wangkui shadow play.

The influence of hedonic value on attitude of protection and development generated the value of standard coefficient path amounted to 0.25 with Cr value of 4.741, p is less than 0.001. Table 8 shows that hypothesis H2 is supported, namely the Intangible Cultural Heritage souvenir’s hedonic value has a significant positive effect on attitude of protection and development. Those results explain that tourists will support the protection and development of souvenirs who felt the hedonic value of Intangible Cultural Heritage souvenir because they may think it is worth protecting and developing.

Wangkui shadow was fantasy (HV3, 0.89), Wangkui shadow souvenir was fun (HV1, 0.85), and Wangkui shadow had high ornamental value (HV2, 0.82) are the important perceptive factors of Intangible Cultural Heritage attraction. The survey found that 65.09% of the tourists had a “very good agreement” or “consent” attitude to “Wangkui shadow’s high ornamental value”. Wangkui shadow, as one of the Intangible Cultural Heritage, is an integrated folk art. Visitors can not only enjoy the northern folk opera unique rap and traditional instruments, but also can see a map of Wangkui shadow in art design. The characteristics of scatter plot perspective, gorgeous color, simplify and the hyperbole deeply rooted in the hearts of the tourists.

From Table 8, the hypothesis 5 discusses the relations between utilitarian value and customer satisfaction, assuming that the content of “there is a significant positive correlation between utilitarian value with customer satisfaction”, and from Table 8 and Figure 3, we can see the standard path coefficient was 0.35 (CR = 5.057), P < 0.001, shows that hypothesis H5 is supported, the utilitarian value has significant positive influence on customer satisfaction, tourists’ love for the goods availability can affect the customer satisfaction with intangible cultural heritage souvenirs. Among them, Wangkui shadow souvenir can be used in study (UV1, 0.79), Wangkui shadow souvenir can be toys (UV2, 0.82), Wangkui shadow souvenir can be used in daily day (UV3, 0.88), the cost is reasonable (UV4, 0.76), are the key effect factors of the experience of Intangible Cultural Heritage perception.

From Table 8, Hypothesis 6, the relationship between the utilitarian value and attitude of protection and development, assumes “utilitarian value has a significant positive correlation with the protection and development of souvenir”. The test results show that the P < 0.001, and the standard path coefficient was 0.59 (CR = 9.546), that hypothesis H6 can be verified, the utilitarian value has a significant positive effect on attitude of souvenir’s protection and development, so knowing what your preferences are and enhancing the usage function of souvenirs can enhance the support of tourists on the souvenir’s protection development.

Hypothesis 7 assumes that “perceived problem associates negatively with the purchase intention”, seen from Table 9 and Figure 3, the path coefficient was −0.210 (CR = −4.677), P < 0.001, suggesting that Hypothesis 7 is verified. Recognizing the problems in the market, the tourists directly show their resistance to the purchase of Intangible Cultural Heritage souvenirs. Among them, the most powerful influence on the purchase intention is the display environment and mode (PP2, 0.83), profile (PP3, 0.60), and again, the quality judgment (PP1, 0.50).

The field research shows that window display can be seen usually on the souvenir market of the Intangible Cultural Heritage, which is not only presented in a single way, but also the environment and atmosphere of shopping are common. To fully demonstrate the profound culture of Intangible Cultural Heritage requires combination many means of presentation and commentary. In addition to the on-site presentation, the professional explanation and interaction with the heir of Intangible Cultural Heritage are the ways to get the greater recognition of tourists. In the souvenir market of the Intangible Cultural Heritage, when the production is statically displayed, the process of making should be provided, with professional cultural explanation, which can increase the chances to interact with the artists, can achieve “live show—professional explanation—interaction—shopping” chain of souvenir development mode.

Hypothesis 8 is to discuss the relationship between customer satisfaction and purchase intention, assumes “customer satisfaction has a positive and significant impact on the purchase intention”. Test results show that the path coefficient was 0.28 (CR = 5.221), P < 0.001, so the relation is supported by SEM. In other words, the better the tourists’ satisfaction with Wangkui shadow souvenirs, the stronger the purchase intention. So enhancing tourists’ satisfaction can enhance the tourists’ willingness to buy souvenirs. Be pleased to buy Wangkui shadow souvenir (CS1, 0.700), the feeling for Wangkui shadow souvenir is pleased (CS2, 0.650), and the trial experience of tourist souvenirs (CS3, 0.680) were important factors affecting the purchase intention.

After visitors feel the charm of intangible, they will form the purchase intention, be willing to buy souvenirs of ornamental value (PI2, 0.840), and be willing to pay to attend activities associated with Wangkui shadow (PI4, 0.840).

Hypothesis 9 is to discuss the relation between attitude of protection and development and purchase intention, assumes “the attitude of development has a positive and significant impact on purchase intention”. Test results show that the path coefficient was 0.54 (CR = 9.541), P < 0.001, so the relation is supported by SEM. In other words, the higher the tourists will support the protection and development of intangible cultural heritage, the stronger they will pay for Intangible Cultural Heritage tourism. The desire to know more knowledge of Wangkui shadow (APD1, 0.850), and Supporting the protection of Wangkui shadow (APD2, 0.890), supporting the development of Wangkui shadow (APD3, 0.850) are the main factors influencing the willingness to pay.

Intangible cultural heritage is the crystallization of human wisdom with rich value, which can attract tourists’ attention. Take shadow play for example, shadow is presented to the world with a clear artistic beauty, the spirit of craftsman, and the humanistic spirit of the heavy history. Chinese shadow first appeared in Han dynasty in that time the material was not rich, craftsmen’s elaboration showed all the colors of the rainbow life, highlighted the life rich and colorful side which show they loved their lives. This is the first one of the humanistic spirits of shadow: love life. Shadow craftsmen used color not much, mainly five kinds of pure color, did not mix impurity doping, let person feel positive and clear. This is the second humanistic spirit of shadow puppets: simply living. Shadow puppetry is called “the oldest cartoon in the world” and adopts simplified, humorous and even cartoonish ways to depict the simple and unsophisticated style. This is the third human spirit of shadow puppetry: life with optimism. There are many auspicious patterns in shadow patterns, which express people’s good wishes for life. This is the fourth human spirit of shadow: full of hope for life. In a word, one sentence can sum up the humanistic spirit of shadow: the praise of ordinary life and the yearning for a better life. These spirits should be displayed in the souvenirs of shadow.

One of the reasons for the gradual decline of Intangible Cultural Heritage is that it is divorced from the daily life of modern people, which leads to the atrophy of market. The usage of the traditional cultural goods declines in modern life, whose original function has not been needed by modern life. The trend of souvenirs is that the groceries with practical value and reasonably price are popular with tourists. Therefore, when developing the souvenirs it is necessary to pay attention to the useful elements to create souvenirs that tourists like, rather than simple replicas of scenic spots and local features. It requires cross-boundary thinking, making souvenirs into the life, and let it be the living things, with more application scenarios, and more sharing value.

Good souvenirs should also be used in real life. For example, designing and developing shadow souvenirs with practical function can deconstruct elements of the shadow, then put the elements into the practical material carrier, forming useful souvenirs such as shadow clocks, shadow tea set, the shadow background wall, the shadow handbag, shadow desk calendar, shadow stationery, shadow lamp and so on.

Intangible Cultural Heritage market should take on the role of cultural transmission, through the layout of Intangible Cultural Heritage museum, showroom, surrounding the history and culture, art techniques, make the culture display with public welfare to help the visitors get Intangible Cultural Heritage knowledge, which is an important aspect of the development of Intangible Cultural Heritage souvenirs. Now there are many problems at the Intangible Cultural Heritage souvenir market such as quality failure. To increase Intangible Cultural Heritage knowledge propaganda to the ordinary tourists, can improve the discrimination of visitors, attributing to standardize the market. Culture show and preach also can let visitors further recognize the protection and inheritance significance of Intangible Cultural Heritage, the Intangible Cultural Heritage productive protection ways, which support the Intangible Cultural Heritage souvenirs development. The tourists’ buying souvenirs and bringing them to all over the world, can spread the Intangible Cultural Heritage culture, and expand the Intangible Cultural Heritage living space. Research shows that tourists have lower willingness to pay for cultural propaganda and professional explanation, so additional fees will be at a low degree of market response.