Craft industry has a crucial role as a source of foreign exchange earnings in Malaysia. Shopping for handicraft is an important component of the tourism experience and economy development. The aim of this paper is to explore and identify the factors contributing to the purchase intention of handicraft products in Malaysia. A conceptual model proposed the antecedences of purchase intention of the handicraft products, while mediating and moderating effects of emotion and price sensitivity on the relationship between purchase intention of handicraft products we suggested. In this regard, attitude and perceived value were the main variables with emotions and price sensitivity were taken into consideration in the proposed framework as the mediator and moderator. Theories from emotional marketing strategy and social psychology were discussed in this paper.
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