| Variables | Measures | Sources |
| Attitude towards Protecting ICH (AT) | Respect the producer of ICH souvenir | Luo et al. (2018) |
| Respect the culture of ICH | ||
| Safeguarding ICH is valuable | ||
| Perceived Problem (PP) | Cannot identify the quality | |
| High price | ||
| Inconvenient to carry | ||
| Perceived Value (PV) | Educational value | Sheth (1991) Bruce (2014) |
| Social value | ||
| Functional value | ||
| Relationship Support value | ||
| Customer Participation (CP) | Paid the physical strength and time | Huang & Peng (2017) |
| Spent the wisdom | ||
| Communicated with artists | ||
| Purchase Intention (PI) | Be worth buying | Dodds (1991) Liu et al. (2019) |
| Intend to purchase | ||
| Recommend to others | ||
| Pay for participating ICH activity |