Effect of product design on repurchase intention, electronic word‐of‐mouth, and museum visit intention: Museum random boxes in China

This study examines how product design affects museum visits and museum product loyalty. Based on the gaps in previous research, the study posits interrelationships among product design (esthetics and symbolism), emotional states (pleasure and arousal), attitude toward the product, loyalty repurchase intention and electronic word‐of‐mouth (eWOM), and museum visit intention. This research applied partial least squares‐structural equation modeling to analyze data from 316 customers who purchased the museum's random boxes. The empirical results suggest that (1) esthetics and symbolism are antecedents of attitude, pleasure, and arousal; (2) attitude toward the product mediates the effect of product design on product loyalty and museum visit intention; (3) arousal helps mediate the relationship between symbolism and repurchase intention; and (4) pleasure is an antecedent of attitude toward the product. This study provides valuable practical simplications and offers new areas for future studies.