How product design affects repurchase intention, eWOM, and museum visit intention: museum mystery boxes in China

ABSTRACTUsing partial least squares-structural equation modeling and Hayes PROCESS Macros, this study posits that product design triggers product loyalty and museum visit intention. The findings suggest that (1) Aesthetics positively affect enjoyment in product-human interaction and satisfaction; (2) Symbolism positively affects satisfaction and brand love; (3) Enjoyment mediates the effect of aesthetics on repurchase intention and eWOM; (4) Satisfaction mediates the path from aesthetics to product loyalty and museum visit intention; and (5) Brand love mediates the links among symbolism, product loyalty, and museum visit intention.KEYWORDS: Museum productproduct designaestheticssymbolismenjoymentsatisfactionbrand loveproduct loyaltyvisit intentiontourism marketing Disclosure statementNo potential conflict of interest was reported by the author(s).