박물관 문화상품 속성이 소비자 만족도와 재구매의도에 미치는 영향: 베이징 고궁박물원을 대상으로

The purpose of this study is to gain insights into the management of cultural products at the Beijing palace museum by investigating the factors influencing perceptions, satisfaction, and repurchase decisions of consumers of the museum's cultural products, amidst the rising importance of cultural consumption and the cultural industry. Specifically, this research collected and analyzed data through a survey to explore the relationships between the attributes of museum cultural products and the satisfaction and repurchase intentions of chinese consumers. The study examined how the regional characteristics, commemorative value, portability, practicality, and creativity of cultural products impact cognitive and emotional satisfaction, as well as how these satisfaction factors influence purchase intentions. The analysis revealed that various attributes of cultural products positively affect chinese consumers' perceptions and satisfaction. Furthermore, it was found that consumer satisfaction positively influences purchase intentions. Based on these findings, the study provides practical implications for the management of cultural products at the Beijing palace museum, contributing to the development of effective cultural product strategies by museums and cultural institutions to better understand and meet consumer demands and preferences. In addition, the attributes and satisfaction concepts of cultural products were subdivided, and the relationship between product attributes, satisfaction, and purchase intention was systematically and empirically verified to provide a theoretical foundation for follow-up research.