HRMARS - Museum cultural and creative products (MCCPs) have become important tools for extending museum experiences and promoting cultural communication. However, limited research has examined how specific design dimensions influence consumer purchase behavior in museum contexts. This study aims to develop a conceptual framework to explain how design perception affects consumer behavior toward MCCPs. Specifically, design perception is decomposed into three dimensions: perceived functional design, perceived color design, and perceived shape design. Drawing on Perceived Value Theory and the Decomposed Theory of Planned Behavior, the framework proposes a structured mechanism in which design dimensions influence consumers’ cognitive, affective, and symbolic evaluations, which in turn shape purchase intention and ultimately lead to purchase decision. The novelty of this study lies in decomposing design perception into distinct dimensions and clarifying the psychological mechanism linking design perception and consumer behavior in a museum context. The framework also provides practical insights for museum managers and product designers seeking to enhance visitor engagement and purchase conversion.
Ding et al. (Sat,) studied this question.