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.