PBESProceedings of Business and Economic Studies2209-26412209-265XBio-Byword Scientific Publishing Pty. Ltd.10.26689/PBES.v9i9.15624ArticleThe Impact of Douyin Short Videos on Purchase Intention toward Intangible Cultural Heritage Tourism Products: A Case Study of Wenchuan Qiang Embroideryhttps://artdesignp.com/journal/PBES/9/9/10.26689/PBES.v9i9.15624FengXixian,FuLiping,HuangRan2026992026-09-30In the context of digital cultural tourism, short video platforms provide a new pathway for the living transmission and market-oriented transformation of intangible cultural heritage (ICH). Taking Wenchuan Qiang embroidery, a national-level ICH, as a case study, and drawing on the Stimulus-Organism-Response (SOR) theory, this paper constructs an analytical framework of “short video visual marketing–consumer perceived value–purchase intention.” Through a combination of online and offline questionnaire surveys, 427 valid samples were collected. SPSS 27.0 and AMOS 24.0 were used to conduct reliability and validity tests, structural equation modeling, Bootstrap mediation effect tests, and hierarchical regression analysis of moderating effects. The results show that the visual elements and informational elements of Douyin short videos can significantly and positively affect consumers’ perceived cultural value and perceived emotional value; perceived cultural value and perceived emotional value play a full mediating role between short video visual marketing and Qiang embroidery purchase intention; and consumer gender and Qiang embroidery knowledge level exert significant moderating effects in the path from perceived value to purchase intention. Based on the empirical conclusions, optimization strategies are proposed from the dimensions of short video content creation, cultural narrative construction, stratified user operations, and upgrading of ICH product supply, with the aim of providing theoretical reference and practical guidance for the digital marketing of Wenchuan Qiang embroidery and similar traditional craft ICH tourism commodities in China.Douyin short videos, Intangible cultural heritage tourism commodities, Wenchuan Qiang embroidery, Purchase intention, SOR theory

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