Preprint Article Version 1 Preserved in Portico This version is not peer-reviewed

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

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

How to cite: Lin, F.; Ryu, K.; Kong, Y.; Nian, C. (. Effect of Design and Affective Museum Image on Behavioral Intention for Museum Archaeological Box. Preprints 2023, 2023091109. https://doi.org/10.20944/preprints202309.1109.v1 Lin, F.; Ryu, K.; Kong, Y.; Nian, C. (. Effect of Design and Affective Museum Image on Behavioral Intention for Museum Archaeological Box. Preprints 2023, 2023091109. https://doi.org/10.20944/preprints202309.1109.v1

Abstract

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.

Keywords

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

Subject

Business, Economics and Management, Marketing

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