Translation Design of Cultural Symbols for Museum Cultural and Creative Products and User Purchase Intention under Value Perception

ZHANG Ning; ZHANG Dongjiao; WU Junwei

doi:10.19554/j.cnki.1001-3563.2026.12.014

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Packaging Engineering ›› 2026, Vol. 47 ›› Issue (12) : 174-187. DOI: 10.19554/j.cnki.1001-3563.2026.12.014

Translation Design of Cultural Symbols for Museum Cultural and Creative Products and User Purchase Intention under Value Perception

ZHANG Ning¹, ZHANG Dongjiao^2,*, WU Junwei¹

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Abstract

The work aims to explore the mechanism by which elements of cultural symbol translation influence user purchase intention from an industrial design perspective, thereby providing theoretical support and practical pathways for the targeted development of cultural and creative products. An empirical research approach was adopted to construct an intermediate model comprising "elements of symbol translation - perceived cultural value - user satisfaction - Purchase Intention" mediation model and design a questionnaire. After refinement through a small-sample pilot study, the survey targeted users of cultural and creative products from three major core museums. Through a combination of online and offline methods, 329 valid questionnaires were ultimately collected. Data analysis and structural equation modeling validation were performed with SPSS 27.0 and AMOS 25.0. Digital Tool-Assisted Translation Accuracy (DTA), Narrative Design (ND), and Functional Integration (FID) were identified as key influencing factors of symbolic translation. Empirical analysis revealed that perceived cultural value acted as a chain-mediator between design elements and purchase intention. Specifically, narrative design and functional integration indirectly drove user satisfaction through the full mediation of perceived cultural value, while the quality of digital tool-assisted translation directly and positively influenced user satisfaction via surface-level visual optimization. However, due to insufficient cultural depth, it failed to influence perceived cultural value, and functional integration exhibited no moderating effect on the path between "digital tool translation quality - cultural value perception". This work supplements the quantitative theoretical framework for the translation of cultural and creative symbols, clarifies the action pathways and boundary conditions of various design elements, and provides targeted theoretical support and practical guidance for the precision design and industrial development of museum cultural and creative products.

Key words

museum cultural and creative products / translation of cultural symbols / purchase intention / perceived cultural value

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ZHANG Ning, ZHANG Dongjiao, WU Junwei. Translation Design of Cultural Symbols for Museum Cultural and Creative Products and User Purchase Intention under Value Perception[J]. Packaging Engineering. 2026, 47(12): 174-187 https://doi.org/10.19554/j.cnki.1001-3563.2026.12.014

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