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

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.