目的 为提高顾客对秦绣文创产品的满意度，使设计人员准确掌握秦绣文创产品顾客需求，优化秦绣文创产品设计。方法 基于S-O-R理论，构建秦绣文创产品顾客购买意向影响因素理论模型，剖析文化价值、创新价值、价格价值三个维度的感知价值、顾客满意度和购买意向的相互影响关系。通过设计量表和调查问卷进行实证调研，进而运用结构方程模型加以论证。结论 文化价值、创新价值是秦绣文创产品顾客购买意向的关键影响因素，能辅助设计师从顾客需求入手提高顾客满意度，为秦绣文创产品设计优化提供了一定的理论参考及建议。

The work aims to help designers to accurately understand the customer's needs for Qin embroidery cultural and creative products and optimize the product design, so as to improve the customer's satisfaction with Qin embroidery cultural and creative products. Based on the S-O-R theory, a theoretical model for the factors influencing the customer's purchase intention of Qin embroidery cultural and creative products was constructed to analyze the mutual influence of perceived value, customer satisfaction and purchase intention in three dimensions of cultural value, innovation value and price value. Empirical research was conducted through the design of scales and questionnaires, and the structural equation model was then applied to demonstrate the influence relationship. Cultural value and innovation value are the key factors influencing the customer's purchase intention of Qinxiu cultural and creative products, which can assist designers to improve customer's satisfaction from customer's needs, and provide some theoretical reference and suggestions for optimizing the design of Qin embroidery cultural and creative products.