| Value Dimensions | Measures | Sources |
| Functional Value (FV) | Can be collected and viewed | |
| Can be used in daily days | ||
| Can remind the tourism experience | ||
| Emotional Value (EV) | Let me feel happy | |
| Let me think it is novel | ||
| Let me feel interesting | ||
| Social Value (SV) | Let others think I have a good taste | |
| Be good for safeguarding ICH | ||
| Be good for the producer of ICH souvenir | ||
| Relationship Support Value (RSV) | Relationships can be built | |
| Friendships can be strengthened | ||
| My child’s relationships can be built or strengthened | ||
| Price Value (PV) | Considering price and expenses, to choose the product is correct | |
| Based on past experience, the product provides value in line with the price | ||
| Compared with other products, this product can provide value that is consistent with the price | ||
| Product Involvement (PIV) | I will spend time on ICH I will spend time on ICH souvenir ICH is value for me | |
| Purchase Intention (PI) | Be worth buying Consider to purchase Intend to purchase | |