The Effect of Museum Cultural Product Design Characteristics on Tourists' Value Recognition Factors and Behavioral Intention

The purpose of this study is to investigate how the design characteristics of cultural products in museums affect the perceived value factors of tourists, targeting those who have purchased museum cultural products in China, and furthermore, purchase intention, recommendation intention and We wanted to find out what effect the same behavioral intention had. To this end, an online survey was conducted, the collected data went through a coding process, and for data analysis, the covariance structure was checked using SPSS 24.0 and Amos 25.0, and the validity of the measurement items was confirmed using a measurement model. Factors were secured through reliability and validity verification of each variable. In order to verify the hypothesis derived based on this, a path analysis using Amos 25.0 was conducted to confirm the structural relationship between multiple variables. The results of the study are as follows: First, among the design characteristics of cultural products in museums, creativity and cultural delivery have an effect on users' perceptual value, brand value, and functional value. Second, it was found that aesthetics had an effect on perceptual value, whereas it was found to be rejected by brand value and functional value. Third, it was found that practicality had an effect on brand value and functional value, while rejecting perceptual value. Fourth, as a result of analyzing the hypothesis that the user's perceived value of museum cultural products would have a significant effect on behavioral intention, it was found to be adopted. It is hoped that this study will serve as basic data as a plan to establish a museum cultural product industry strategy to secure the value recognition of tourists through the design characteristics of museum cultural products.