ScholarWorks@중앙대학교

초록

This study investigated the characteristics of museum cultural products purchased at the National Museum of Korea(MU:DS). It empirically examined their effects on product attitude and purchase intention, as well as the mediating role of product attitude. The findings indicate that aesthetics, sense of place, functionality, cultural symbolism, economic feasibility, and self-symbolism all had significant positive effects on purchase intention. In addition, product attitude partially mediated the relationship between product attributes and purchase intention. These results suggest that MU:DS’s cultural products should be developed beyond the scope of simple souvenirs by strategically integrating aesthetic design, cultural meaning, and consumer value perception. By identifying key consumer-centered determinants that enhance purchase intention, this study provides practical implications for the effective planning, development, and management of museum cultural product strategies.

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