Effect of Design and Affective Museum Image on Behavioral Intention for Museum Archaeological Box

Feng Lin; Kisang Ryu; Yuxia Kong; Chen (Peter) Nian

doi:10.20944/preprints202309.1109.v1

Preprint Article Version 1 Preserved in Portico This version is not peer-reviewed

Version 1 : Received: 13 September 2023 / Approved: 15 September 2023 / Online: 19 September 2023 (03:53:27 CEST)

This study examines how the design of museum archaeological boxes and the overall museum image affect behavioral intention. This research used partial least squares-structural equation modeling, indicating a relationship between aesthetics, symbolism, affective museum image, perceived value, and behavioral intention. This study found that symbolism predicted behavioral intention. Moreover, aesthetics, symbolism, and affective museum image affected perceived value, in turn triggering behavioral intention. This indicates theoretical and practical implications for museum products.

aesthetics; symbolism; affective museum image; perceived value; behavioral intention

Business, Economics and Management, Marketing

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Effect of Design and Affective Museum Image on Behavioral Intention for Museum Archaeological Box

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