| abstract |
| Background Museum cultural products are a combination of culture and commodity, which not only transmit culture but also fulfill people's spiritual needs. However, many cultural products fail to satisfy consumers' needs for originality and meaning. Therefore, this study aims to explore whether the design attributes of cultural products in Beijing palace museums influence consumers' purchase intention through perceived value.
Methods This study conducted a survey of consumers who purchased cultural products at the Palace Museum for five days in June 2024, and collected a total of 295 questionnaires. The measurement of the research variables consisted of five questions and were rated on a 7-point Likert scale. SPSS 26.0 and AMOS 26.0 software were used to conduct frequency analysis, reliability and validity testing, and hypothesis testing through path analysis.
Result It was found that the design attributes (aesthetics, functionality, symbolism, and convenience) of cultural products in palace museums influenced consumers' purchase intention through the mediating effect of perceived value. Convenience significantly enhanced consumers' perceived usefulness and enjoyment, while aesthetics and symbolism mainly enhanced perceived enjoyment. Functionality did not have a significant effect on perceived value, suggesting that modern consumers may not consider functionality as an essential attribute of an item.
Conclusion This study confirms that enhancing product convenience, aesthetics, and symbolism increases purchase intention through consumers' perceived value, suggesting that convenience, aesthetics, and symbolism play an important role in cultural product design. These results provide practical guidance for the design and marketing strategies of museum cultural products. |
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| Key Words |
| 고궁박물관 문화상품, 디자인 속성, 구매의도, Palace Museum Cultural Products, Design Attributes, Purchase Intentions |
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