Consumers' Evaluation and Perception within the Trend of Cultural Creative Design

摘要

During the process of the transformation and innovation of traditional cultural and localized characteristics, we can make old things fashionable through creative design. Therefore, the main purpose of this study is to investigate the effectiveness evaluation on cultural creative design of consumers' perception and preference. This study was implemented in two phases. First, we undertook a preliminary survey by means of literature review and opinions from a group of experts, and selected representative product samples and evaluation indices from the three categories: traditional culture, local elements and innovative fashion. The second phase was to give a questionnaire survey to 120 undergraduate and graduate students who voluntarily participated in this study in order to investigate consumers' perception and preference. According to the questionnaire survey and the analysis of the results, "Design Performance" is the most important factor for evaluating cultural creative products.