Integrated framework of cultural values and customer perception for Shandong modern fiber art crafts in China

Modern fiber art is a new artistic concept that has evolved based on traditional weaving techniques, including brocade crafts, embroidery, carpets, weaving, and other crafts. Over the last decade, fiber art has progressively transitioned into production and become integrated into the everyday lives of the Chinese populace. It has two main functions: practical and decorative. However, current fiber art crafts designs frequently lack emotional resonance and fail to engage users meaningfully. The research discovered that cultural values deeply influence craft creation. However, specific characteristics and elements related to consumer preferences have not been thoroughly examined. The study intends to develop a framework based on the cultural values dimensions and customer perception for Shandong modern fiber art crafts. The framework becomes a guideline for product designers in the design and development of a new modern fiber art crafts toward satisfaction. The study adopts a Case Study methodology. Data is collected through Focus Group Discussion (FGD), survey, and Kansei Engineering (KE). Firstly, the cultural values scale with 34 items and 5 cultural values dimensions for fiber art crafts were determined using Grounded Theory Analysis, Item Analysis, Exploratory Factor Analysis (EFA), and Confirmatory Factor Analysis (CFA). Then, 16 fiber art crafts were used as representative samples for in- depth research, and 4 dimensions and some design elements of fiber art crafts that affect customer perceptions are determined through Factor Analysis (FA), Principal Component Analysis (PCA), K-means Cluster Analysis and Partial Least Square Analysis (PLS). Finally, the relationship between the cultural values of fiber art crafts and customer perceptions factors was determined, and based on this, the Cultural Values and Customer Perception (CVCP) framework of fiber art crafts was developed, which was verified by an expert panel. The results validate that the 5 dimensions of cultural values and 4 influencing factors of customer perceptions are positively correlated and have a reciprocal relationship. The study identifies and validates the cultural values, customer perception factors, and design features of fiber art crafts. These findings will help designers establish emotional bonds with users and identify their emotional needs as a reference for the initial stage of product design, thereby improving the user experience of fiber art crafts among Chinese consumers and promoting the development of the fiber art crafts industry in China.

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