Research on the mechanism of emotional design in Chinese cultural and creative products

Abstract

Motivation The empowerment of design for cultural and creative products in the digital media era is further amplified by social media platforms,its emotional and subconscious impact on users is important and profound. The development of the network economy has promoted this trend. At the same time, this trend has further promoted the growth of cultural and creative products market. However, too obscure appearance design can hardly arouse the resonance of different cultural groups in a short time. As an effective method to bridge the cultural gap between consumers, emotional design has become an important driving force for the development of cultural and creative products. Purpose The purpose of this study is to understand the impact of emotional factors on the willingness and preferences of ordinary consumers to buy Chinese cultural and creative products, and to further explore whether there are cognitive differences between the emotional design standards defined and promoted by professionals and the excellent design recognized by consumers according to their life experience and personal subjective emotional preferences. Design/methodology/approach Through the construction of the emotional design model, this study selects four award-winning products in the cultural and creative product design competition and four commercial products with high sales volume in the online stores as research cases. Through 176 valid questionnaires conducted by non-professionals, this study makes an analysis by using the structural equation. Conclusions The study found that consumers' preference and purchase intention of Chinese cultural and creative products are affected by emotional design standards, but the impact results depend on the interaction of many factors. At the same time, there are also significant differences in cognitive paths between them.

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