博物館作為文化傳播的重要場所，逐漸從單一的展覽功能轉向更為多元的角色，文創產品成為博物館文化傳播和商業發展的重要載體，滿足了消費者的個性化期望，影響著博物館的收入和可持續發展，受到了學術界和實踐界的廣泛關注。因此，研究消費者如何做出購買這些產品的決定具有重要意義。此外，為瞭解決當今市場文創產品同質化嚴重的問題，本研究旨在探討商品設計與消費者購買意願之間的關係機制，關注消費者的認知情感狀態，為博物館商品的設計開發提供參考。
基於刺激-機體-反應模型（SOR理論），本研究以消費者對博物館文創產品的設計屬性（美學、功能、象徵）作為刺激，文化感知與感知價值作為中介變量，購買意願作為反應變量，構建理論模型並提出研究假設。研究透過兩階段實證設計展開：第一階段以北京故宮博物院文創商品為例進行問卷調查，驗證整體模型路徑；第二階段進行雙因素實驗設計，探討設計屬性之間的交互作用，檢驗其對購買意願的調節效果。
研究結果顯示，美學屬性與象徵屬性均顯著正向影響購買意願，其中美學屬性的視覺吸引力作用最為突出。文化感知與感知價值在設計屬性與購買意願之間發揮重要中介作用，構成“設計－感知－行為”的影響鏈條。雙因素實驗進一步揭示，文化認同對美學屬性影響文化感知與購買意願的效果具有顯著正向調節作用，而對象徵與情感路徑的調節效果則不顯著，呈現出選擇性作用。因此，針對文化認同程度不同的消費群體，本研究通過“視覺表現＋文化內涵＋交互體驗”的三維策略，實現精準化設計與溝通，提升博物館文創產品的市場影響力與文化價值。

Museums have evolved from exhibition spaces to multifunctional platforms, with cultural and creative products (CCPs) serving as key tools for cultural dissemination and revenue generation. To address market homogeneity, this study examines how design attributes (aesthetic, functional, symbolic) influence purchase intention, using the Stimulus-Organism-Response (SOR) framework.A two-phase empirical study was conducted: a survey on the Palace Museum’s CCPs tested the structural model, while a factorial experiment analyzed interaction effects and the moderating role of cultural identity. Results show aesthetic and symbolic attributes significantly enhance purchase intention, mediated by perceived cultural and functional value. Cultural identity selectively moderates aesthetic effects but not symbolic pathways. The study proposes a tripartite strategy—visual appeal, cultural depth, and interactive experience—to optimize CCP design for diverse audiences, balancing commercial and cultural objectives.

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