A Study on the Differences of Consumers’ Emotional Experience of Cultural Creative Products in the Palace Museum of Beijing

Abstract

Under the development trend of globalization, the cultural creative industries in various countries began to develop towards localization, striving to present their local cultural characteristics to the world through various products and enhance their own cultural soft power. Against this background, museums around the world began to seek new ways of communication. The Palace Museum, which has more than 10 million followers in Sina Weibo, is relatively more influential among the top ten museums in China. Therefore, this study takes the 10 cultural creative products with the highest sales volume in the new categories of the official flagship store of the Palace Museum in China as the subjects, and explores the differences in the emotional experience of Chinese consumers on the cultural creative products of the Palace Museum. The study shows that (1) The emotional experience of consumers of different ages is similar, and the emotional identification of males is significantly higher than that of females; (2) The emotional experience of different age groups is similar; (3) The emotional experience of those with college degree is stronger; (4) Design-related majors have the lowest scores, while liberal arts majors have higher scores; (5) Low-income groups have more obvious emotional experience of cultural creative products.