sustainability Article A Study on Consumers’ Preferences for the Palace Museum’s Cultural and Creative Products from the Perspective of Cultural Sustainability Jui-Che Tu 1, Li-Xia Liu 1,2 and Yang Cui 3,* 1 Graduate School of Design, National Yunlin University of Science and Technology, Yunlin 64002, Taiwan;
[email protected] (J.-C.T.);
[email protected] (L.-X.L.) 2 College of Arts, Beijing Union University, Beijing 100101, China 3 School of Art and Communication, Beijing Technology and Business University, Beijing 100048, China * Correspondence:
[email protected] Received: 24 April 2019; Accepted: 14 June 2019; Published: 26 June 2019 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.