EXPLORATION OF THE CONSUMERS' PERCEPTIONS OF TAIWANESE CULTURAL PRODUCTS

Abstract

As governments from all over the world have sequentially developed cultural and creative industries, the Taiwanese government has also proposed relevant policies to promote cultural and creative industries, thus making cultural product development one of Taiwan’s developmental projects. The designs and discussions of cultural products have become crucial issues since an increasing number of researchers are conducting research on related topics. This study aims to discuss design methods and consumers’ perceptions of cultural products. We first collected cultural products and the adjective terms selected through expert interviews. After implementing factor analysis, we extracted the following four factors that construct consumers’ cultural perceptions: appearance, charm, stories, and harmonizing. We then applied correlation analysis on the following design methods of cultural products: direct modeling, simile, and metaphor. The results of the correlation analysis show that design methods have significant impacts on cultural factors.