Research on the Influence of Design Characteristics in Package Design on Consumer Purchase Intention : Focusing on souvenirs from Sanxingdui museum in China

With the rapid growth and intensifying competition in China's museum souvenir market, package design has emerged as a critical factor in conveying cultural values and stimulating consumer purchase intentions. However, despite its role as a medium for integrating product aesthetics and cultural storytelling, challenges persist in formulating effective strategies to enhance consumption through design. This study empirically analyzes the impact of six package design attributes—originality, interest, trendiness, familiarity, emotionality, and interactivity—on purchase intention. Data collected through an online survey were analyzed using statistical methods, revealing that originality, interest, trendiness, emotionality, and interactivity significantly positively influence purchase intention, whereas familiarity showed no statistically meaningful effect. These findings underscore the necessity for differentiated package design strategies in museum souvenirs, emphasizing the integration of cultural narratives and consumer engagement. The study provides practical insights for leveraging design innovation to strengthen market competitiveness and realize cultural value in the evolving souvenir industry.