01534nas a2200121   4500000000100000000000100001008004100002100001300043700001700056245013700073490000700210520119500217                                       d1 aBo Zhang1 aYannan Zhang00aUnderstanding viewers  purchase of intangible cultural heritage (ICH) products: a perspective of the Means-End Chain (MEC) framework0 v123 aThe live streaming of intangible cultural heritage (ICH) has innovated the trading and marketing methods of ICH products, promoting the prosperity of the ICH market. However, there is still limited research on how the live streaming of ICH pushes viewers to consume ICH products, and the specific mechanism is still unclear. To this end, this study proposes a research model based on the Means-End Chain (MEC) framework to unpack the influence of parasocial interaction and vicarious learning on the viewers  perceived value and purchase intention of ICH products, including the moderating effect of perceived enjoyment. 376 responses were obtained using a self-reported survey and analyzed employing structural equation modeling. The results revealed that (1) Both parasocial interaction and vicarious learning have a positive effect on perceived value; (2) Perceived value positively predicts purchase intention; (3) Perceived enjoyment negatively moderates the effects of parasocial interaction and vicarious learning on perceived value. This study provided a new perspective to study the viewers  intention to purchase ICH products, enriching the relevant theories and practices of ICH.