박물관-브랜드 협업상품에 대한 소비자 지각이 태도와 구매의도에 미치는 영향

The Effects of Consumer Perceptions of Museum-Brand Collaborative Products on Attitude and Purchase Intention

This study investigates the effects of consumers’ perceptions of museum–brand collaborative products on product attitude and purchase intention, drawing on perspectives from cultural tourism and marketing. Based on the Theory of Reasoned Action (TRA), the Technology Acceptance Model (TAM), and brand equity theory, this study examines perceived usefulness, perceived enjoyment, brand prestige, and brand awareness as key antecedents of consumer responses. Survey data were collected from consumers who were informed about museum–brand collaborative products regardless of prior purchase experience, and structural equation modeling (SEM) was employed to test the proposed relationships. The results show that perceived enjoyment and brand awareness significantly enhance product attitude, whereas perceived usefulness and brand prestige do not exert significant effects on attitude formation. In contrast, all perception variables have direct positive effects on purchase intention, and product attitude is found to be a significant predictor of purchase intention. These findings indicate that consumer evaluations of museum–brand collaborative products operate through differentiated pathways, highlighting the combined roles of experiential and brand-related factors. This study contributes to the literature by extending consumer behavior theories to cultural tourism merchandise and provides practical implications for collaborating brands seeking to leverage cultural symbolism and experiential value in marketing strategies.