FROM PAGODAS TO PRODUCTS: CONSUMER PREFERENCES FOR ARCHITECTURAL HERITAGE - BASED GOODS IN CHINA
DOI:
https://doi.org/10.29121/shodhkosh.v7.i1.2026.7853Keywords:
Architectural Heritage, Cultural And Creative Products (Ccps), Consumer Behavior, Interactive Design, Heritage Revitalization, Zhengding Four PagodasAbstract [English]
This study investigates how regional architectural heritage - specifically the Four Pagodas of Zhengding Ancient City - can be translated into contemporary cultural and creative products (CCPs) to strengthen consumer engagement and promote cultural sustainability. Amid rising consumer interest in authenticity, symbolism, and localized identity, this research presents the quantitative phase of a broader mixed-methods project. A total of 386 valid responses were collected and analyzed using descriptive statistics, Pearson correlation, and multiple regression analysis to explore the influence of architectural heritage awareness, cultural attitudes, and design perception on product preference, product evaluation, and user experience. The findings reveal that interactivity is the most significant predictor of product evaluation, while cultural attitude has a strong positive impact on purchase intention. These results inform the development of a three-stage consumer engagement model - comprising cognitive, affective, and behavioral dimensions - that illustrates how users respond to and interact with heritage-integrated CCPs. The model provides a theoretical framework for understanding consumer behavior in heritage-based product design and supports the integration of intangible cultural values into modern design practices. This study contributes practical implications for designers, entrepreneurs, and cultural policymakers seeking to align heritage preservation with consumer-centered innovation, offering pathways toward more sustainable, market-responsive cultural product development grounded in regional identity.
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Copyright (c) 2026 Tianyi Qu, Akapong Inkuer, Chanoknart Mayusoh, Permsak Suwannatat
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