Purchasing Intention Analysis Based On Cultural Product Features From Consumer Classification

Cultural industry is developing rapidly in China, but design practitioners are still in a dilemma for the commercialization process of the cultural product design. Comparison the cultural product design of domestic and foreign literature, has yet to plumb the depths of the classification of consumer oriented cultural product design, but what they lack is the demonstration of reach-relation of cultural product design features, and how different types of consumer weight assessment of cultural product design features.The purpose of this study is to study the different consumer types purchase intention weighted ranking of the cultural product design features and levels, and provide reference and guidance for cultural products design process.The research comprises four experiments. Experiment 1 use the Interpretive Structural Model (ISM) to sketch map of interpretative structural modeling of 3 cultural product design levels and 11 design features, help designers clarify the relationship between the cultural product design features.Experiment 2 through questionnaire survey to investigation the consumer types of cultural product consumption, and there are 3 types of consumer by quantitative analysis of questionnaire recovery.Experiment 3 based on the experiment 1 and experiment 2, analyzed consumer weight assessment of cultural product design features in interpretive structural model map by using AHP method, help designers and relevant decision-makers design cultural products based on the different consumer types’ preference for design features.Experiment 4 is a verified experiment. With the guidance of interpretative structural model of culture product design features, choose three typical design features of Ming cap chair, like texture, structure and culture allusions into different design of lamps, references the consumer categorization features of Experiment 2 to sort purchases intention of different lamp design, validate the weight assessment of cultural product design features by three types of consumers.This topic provide a good reference for cultural product design features, consumer types of cultural product, and other aspects of cultural product design, has a certain theoretical value and application prospects.