The Influence of Product Design with Tranditional Cultural Attributes on The Behavior of Young Chinese Consumers

Abstract

Traditional cultural attributes are regarded as part of sustainable social and economic development. Cultural innovation products with traditional cultural elements have attracted more and more attention and have become an important tool for disseminating product aesthetics and potential traditional culture. Recently, the key role of the younger generation in inheriting the contemporary values of traditional cultural attributes has aroused widespread discussion. However, there are few in-depth studies to distinguish and verify the connection between cultural products and consumer behavior. This connection is mediated by perceived cultural sustainability and resilience. This study attempts to investigate the impact of cultural innovation product design with traditional cultural attributes on the perception of cultural development and product intentions of 433 young Chinese consumers. The results show that product attitude, perceived sustainability, and perceived novelty, are significantly related to Chinese consumers' purchase intentions for the product design with traditional cultural attributes.

An Independent study submitted in partial fulfillment of the requirement for the Master of Arts in Human Resource Development and Management of International College, Rajamangala University of Technology Krungthep