A Study on Consumer Perception and Preference of Cultural Creative Products

With in economic globalization, the cultural and creative industry is a strategy for the eternal conservation of traditional culture and the revival of localized industries based on creativity through the development of techniques and design innovation. During the process of the transformation and innovation of traditional cultural and localized characteristics, we make old things fashionable such as local culture, specialty goods and tourist destinations, which have become a new business chance to improve local economic conditions. The current studies tend towards the investigation of theories, the property of the structure or the module of product design but not the concept of consumer perception or preference. As a result, this study is to look into the strategy of the design of cultural creative products by the investigation and analysis of consumer perception and preference. We even expect it to be used as a reference of future design and marketing research. This study was implemented in two phases. The first phase started with a synthesis of literature review, and interviews for expert opinions (five experts dedicated to multi-fields such as culture, innovation, marketing etc.) In the fields of traditional culture, local elements and innovative fashion, we separately chose the fifteen most representative product samples and evaluation indices from the top three winners of “Taiwan e-Learning and Digital Archives Commercial Application of Competition”, the “Taiwan One Town One Product Design Competition”, and the National Palace Museum’s “Old is New” campaign. The second phase was to give a questionnaire survey to 177 undergraduate students who voluntarily participated in this study, and, using the SPSS Statistics, to analyze the factors and descriptive statistics in order to investigate consumer perception and preference. According to the questionnaire survey and the analysis of the results, “Design Performance” is the most important factor for evaluating cultural creative products.