From Design, Affective Museum Image, Gender, and Previous Experience to Behavioral Intention: A Three‐Way Interaction Model

ABSTRACT The museum store industry has substantial growth potential. PLS‐SEM is used in this study to examine how the design of museum blind boxes and the affective museum image influence behavioral intention. Gender as a moderator in the interactive effect of affective museum image and previous experience on perceived value is analyzed by employing Hayes PROCESS Macros and constructing a three‐way interaction (gender × affective museum image × previous experience → perceived value). The results show that aesthetics and symbolism influence affective museum image, and symbolism predicts behavioral intention. These design components also affect perceived value via the affective museum image. The impact of an affective museum image on perceived value is stronger for females than for males for first‐time purchasers. This relationship is stronger for male repeat purchasers than it is for male first‐time purchasers. These findings have both theoretical and practical implications for museum products.