Abstract

Background: With the evolution of the times, the focus on the inheritance and innovation of traditional culture has gradually shifted, and a trend of integrating fine traditional culture with cultural and creative products has emerged in the consumer market. The discovery and excavation of the Sanxingdui site have driven the rapid development of the cultural industry centered on Sanxingdui culture, injecting new impetus into the design of cultural and creative products. Purpose: This study aims to explore consumers’ perceptions and demands for Sanxingdui cultural and creative products, thereby providing targeted suggestions for product design. Methods: Literature analysis, case studies, questionnaire surveys, the Kano model, and Better-Worse analysis (coupled with demand attribute classification) were employed to deeply explore and organize data, so as to clarify the internal structure and priority hierarchy of consumer demand. Results: Through rigorous analysis of questionnaire data and application of the Kano model, five dimensions of consumer demand were identified, and in-depth user demand analysis was conducted. Conclusion: Consumers prioritize experiential value and hold high expectations for the utility of Sanxingdui cultural and creative products. Exploring users’ potential needs can effectively improve satisfaction and engagement, while providing novel insights for the design of such products.