Ling Yu, Wonjun Chung

Influence of Visual Communication Used in Designing Cultural Products on the Purchase Behavior of Consumers: A case of Chengde Mountain Resort Museum

Introduction

Influence of visual communication used in designing cultural products on the purchase behavior of consumers: a case of chengde mountain resort museum. Analyze how visual communication in cultural product design, through the Chengde Mountain Resort Museum case, positively influences visitor experience and purchase behavior, boosting replica desire.

Abstract

Visual communication attributes significantly enhance the perceived values of products in the market economy. However, the effectiveness of the strategies on influencing purchase intentions in the context of museum cultural products calls for in-depth research. The research paper aims to analyze the influence of the visual communication attributes, when used in designing museum cultural products, on visitor experiences and purchase intentions towards their replicas. The study utilizes the backdrop of the deconstructed theory of planned behavior to analyze the data from existing literary sources and visitor reviews. The study employs the qualitative research design, whereby the case study strategy has guided the research findings. The study undertakes the case of the Chengde Mountain Resort Museum to trace the influence that the visual communication strategy used in designing the cultural products has on purchase behavior. To that end, the thematic analysis of the findings indicates that the visual communication attributes used in designing the cultural products of the Chengde Mountain Resort Museum have a significant and positive impact on visitor experience and purchase intentions. The study deduces that visual communication strategies not only include the designing of cultural products but also the use of other factors, such as the incorporation of VR technology and natural elements as well. The attributes, such as signs that resemble the historical, imperial, or regional identity of the public, influence the cognitive and normative faculties of human personality. These persuade the visitors to desire the replicas of cultural products. However, the study is limited to being conducted at a small scale and is indicative of extensive and comparative research in the future.

Review

This paper, "Influence of Visual Communication Used in Designing Cultural Products on the Purchase Behavior of Consumers: A case of Chengde Mountain Resort Museum," addresses a pertinent and timely subject regarding the intersection of cultural heritage, visual design, and consumer behavior. The abstract clearly outlines the study's aim: to analyze the impact of visual communication attributes in museum cultural product design on visitor experiences and purchase intentions. By situating this inquiry within the context of museum cultural products, which often carry unique symbolic and historical value, and utilizing the deconstructed theory of planned behavior, the research endeavors to provide valuable insights into a specialized market segment where perceived value is heavily influenced by non-monetary factors. The choice of the Chengde Mountain Resort Museum as a case study offers a specific cultural lens through which to explore these dynamics. The methodology employed is a qualitative research design, specifically a case study strategy, which leverages existing literary sources and visitor reviews for thematic analysis. This approach is well-suited for an in-depth exploration of the nuanced interactions between visual communication and visitor psychology. The findings indicate a significant and positive correlation between the visual communication attributes used in designing cultural products and both visitor experience and purchase intentions. Crucially, the study broadens the definition of visual communication to encompass not only product design but also the integration of VR technology and natural elements. It posits that attributes resonating with historical, imperial, or regional identities actively engage visitors' cognitive and normative faculties, fostering a desire for cultural product replicas. While offering valuable practical implications for museums seeking to enhance their commercial strategies through design, the study openly acknowledges its primary limitation: a small-scale, single-case design. This constraint, though allowing for rich contextual detail, inherently restricts the generalizability of the findings. The paper appropriately concludes by advocating for future extensive and comparative research, which would be essential to validate these initial observations across a broader spectrum of cultural institutions and geographic locations. Despite this limitation, the research provides a foundational understanding of how thoughtfully implemented visual communication can effectively bridge cultural appreciation with consumer behavior within museum settings.

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