Exploring the role of perception of video image influencing intangible cultural heritage image

Objective: The purpose was to explore whether video image can have a positive association with online word of mouth and intangible cultural heritage image. Theoretical Framework: We use SOR theory to investigate the impact of video image on online word of mouth and intangible cultural heritage image. Method: We used questionnaire survey and collected 242 from those who are individuals with experience in seeing TikTok’s video about the intangible cultural heritage. Results and Discussion: The results enable us to reveal the role of video image in related activities, which helps managers utilize video image to enhance online word of mouth and promote the intangible cultural heritage image. Research Implications: The results enable us to reveal the role of video image in related activities, which helps managers utilize video image to enhance online word of mouth and promote the intangible cultural heritage image. Originality/Value: We confirm that video image has a positive association with online word of mouth and intangible cultural heritage image. This study lays the foundation for us to better understand the application of video image in individuals’ psychology and behavior. We extend the SOR framework in intangible cultural heritage area.