A Study on Consumers’ Preferences for the Palace Museum’s Cultural and Creative Products from the Perspective of Cultural Sustainability

Jui-Che Tu,Li-Xia Liu,Yang Cui

doi:10.3390/su11133502

Abstract

In recent years, the development and design of the cultural and creative products of the Palace Museum in Beijing have become a hot topic in the product design field. Many critics have pointed out that cultural and creative products have failed to faithfully convey the implied meanings of the cultural stories of the Palace Museum. To effectively narrow the cognitive gap between designers and consumers, designers must urgently clarify the relationship between different design attributes and consumer preferences. The questionnaires were used to obtain data from 297 subjects. Through SPSS statistical software, the results were analyzed by descriptive statistics, explore factor analysis (EFA), independent sample t-test, and ANOVA to explore consumers’ attitudes and preferences on the Palace Museum’s cultural and creative products. The results showed that consumers attach great importance to factors such as “cultural connotation” and “unique creativity” when choosing the Palace Museum’s cultural and creative products. The consumer in different genders had significant differences in the design factors of the Palace Museum’s cultural and creative products. There were significant differences in the factors of “Forbidden City culture”, “cultural sustainability” and “traditional culture” to different educational backgrounds. There were significant differences in the factor of “Forbidden City culture” to different ages. There were significant differences in the factors of “cultural traits” and “cultural identity” between the with and without a design background groups. The results of this study will identify the key factors for the design of the Palace’s Museum cultural and creative products and provide references for designers.

Highlights

The purpose of this study is to explore the design attributes of the Palace Museum’s cultural and creative products and to analyze consumers’ preference factors for the Palace Museum’s cultural and creative products through consumers of different backgrounds at age, gender, education, and design background; for the development of the Palace Museum’s cultural and creative products, it is to find the key factors of design; for the cultural and creative product design creativity, to maintain the sustainability of traditional Chinese culture, provide reference suggestions and thinking directions for future designers of cultural and creative products
As an important value-added composition of the museum culture system of the Palace Museum, cultural and creative products play an important role in disseminating cultures and enhancing cultural self-confidence and cultural heritage
Taking the Palace Museum official flagship store on Taobao as a product sample source, this study explored consumers’ cognition and preference for cultural and creative products by means of a questionnaire survey, in order to maintain the sustainable development of traditional culture and promote the development of Chinese cultural and creative industries

Summary

Introduction

“Aesthetics” have rapidly emerged with the advent of the globalized knowledge economy era and the rise of national life demand levels, meaning that the consumer market has entered an era that emphasizes aesthetics and experience economy. Experience economy is based on life and situation, shaping sensory experience and thinking identity, so as to seize the attention of customers, change consumer behavior, and find new survival value and space for commodities. Under the pressure of economic globalization and social transformation, China’s cultural and creative industry maintains the sustainability of its traditional culture through design creativity, with the expectation of obtaining consumers’ satisfaction and purchase intention through a combination of the cultural heritage charm of the Palace Museum and its cultural and creative products, promoting a balance between the economic output value of the Palace Museum and people’s quality of life. It is linked to previous traditional practices by celebrating local and regional histories and passing down cultural values to future generations” [2]

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