Through the Lens of ZMET Technique: Unveiling the Emotional Value and Innovative Integration of Campus Cultural and Creative Products

Abstract

In recent years, the campus cultural and creative industry has attracted significant attention, yet its innovation and development still face multifaceted challenges. One of the most prominent challenges is the difficulty of fully incorporating consumers' deep-seated thoughts into the design elements of cultural and creative products. To gain a deeper understanding of consumers' sentiments towards the campus and to precisely meet their needs, this study aims to drive the innovative development of campus cultural and creative products.Through an analysis of the innovative diffusion process of cultural and creative products at the City University of Macau, the study reveals the challenges encountered by the campus cultural and creative industry in its innovation and development. The study utilizes the Zaltman Metaphor Elicitation Technique (ZMET), combining on-site investigations, questionnaire surveys, and semi-structured interviews to explore the metaphorical elements of campus culture and transform them into specific design elements for cultural and creative products.Additionally, the study applies models from innovation diffusion theory to explain and predict the market penetration process of campus cultural and creative products. The in-depth analysis of metaphorical elements in campus culture successfully disrupts traditional design patterns, injecting new vitality into campus cultural innovation.The application of the innovation diffusion theory model indicates that the innovative development of campus cultural and creative products is influenced by various factors, including product characteristics, market environment, and consumer behavior. The findings of this study provide new theoretical and practical guidance for the development of the campus cultural and creative industry. The application of the innovation diffusion theory model improves understanding of the market penetration process of campus cultural and creative products, offering fresh insights and directions for product innovation design. By gaining a deeper understanding of consumers' inner needs, we can more accurately anticipate the development trends of campus cultural and creative products, thereby enhancing the market adaptability of the products and user satisfaction.