The Effect of Cultural Product Attractiveness on Sabah Local Handicraft Product Performance: The Mediating Effect of Product Innovation

Abstract

Craft producers in Sabah have unique product quality from time to time in producing new products. Nonetheless, they face challenges on cultural product appeal and their impact on the handicraft performance of the product. This paper clarifies the effects of cultural product attractiveness on Sabah's local handicraft product performance and product innovation as the mediator to the relationship. Thus, this study seeks to further understand the Sabah local handicraft products regional cultural attractiveness. This paper mainly uses secondary sources, references, and articles from selected periodicals to provide information on the performance of handcrafted products. This paper highlights prior research on the relationship between the two primary components of cultural product attraction and their influences on the product's craftsmanship performance. In addition, the assessments identify gaps in past studies. This paper contains references to previously published materials. It intends to improve knowledge by adjusting and analysing the mediating influence of product innovation on the relationship between the attractiveness of cultural products and the performance of Sabah local handicrafts. Specifically, this paper proposes a new dimension for measuring the performance of Sabah handcrafted products.