Volume 15, Issue 6

Interpretable Machine Learning for Consumer Purchase Intention in Intangible Cultural Heritage: A Case Study of Nanjing Yunjin

Author

Liu Cheng, Cheng Xiaoye, Jiang Lvwei

Abstract

As a national intangible cultural heritage, Nanjing Yunjin struggles with inheritance and marketization. This paper explores factors affecting consumers’ willingness to buy its cultural and creative products and portraits target users. Using questionnaire data, we build a prediction framework combining demographic, cognitive, aesthetic and social variables. Adopting SMOTEENN resampling and GWO optimization, the model reaches a 90.54% recall rate. SHAP analysis shows disposable income and aesthetic preference are core drivers. Modern practicality negatively impacts purchase intention, while income-aesthetic interaction exerts the strongest effect. This work supports precise marketing for intangible cultural heritage products.

DOI: https://doi.org/10.62226/ijarst20262706

Google Scholar: https://scholar.google.com/citations?view_op=view_citation&hl=en&user=wnRawV4AAAAJ&sortby=pubdate&authuser=4&citation_for_view=wnRawV4AAAAJ:zGdJYJv2LkUC

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DOI

https://doi.org/10.62226/ijarst20262706

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