Research on the Design Elements Influencing the Consumption Intention of Cultural and Creative Products in Chuncheon Museum

Purpose - This study examines the cultural and creative products of the Chuncheon Museum, focusing on the influence of design elements on consumer consumption intentions. It aims to identify the key design attributes that drive consumption and their relative impacts. Design/methodology/approach - A combination of questionnaire surveys and Structural Equation Modeling (SEM) was utilized to analyze the effects of five key attributes social, cultural, emotional, functional, and formal on consumption intention. Findings - The findings reveal that social attributes exert the most significant influence on consumer consumption intentions, followed by cultural and emotional attributes. In contrast, functional and formal attributes demonstrate comparatively weaker impacts. These results emphasize the critical role of social and cultural elements in enhancing the appeal of museum cultural and creative products. Research implications or Originality - This research contributes to the theoretical understanding of cultural and creative product design by highlighting the importance of social and cultural attributes in driving consumption. Furthermore, it offers practical recommendations for improving emotional experience design to enhance market competitiveness. These insights are valuable for optimizing design strategies in the cultural and creative product domain.