Analysis of the Emotional Cognitive Configuration of Young People Towards Red Cultural and Creative Products

OU Xinju; CHEN Jiangfei; YU Lei; CUI Jian

doi:10.19554/j.cnki.1001-3563.2025.16.018

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Packaging Engineering ›› 2025, Vol. 46 ›› Issue (16) : 216-231. DOI: 10.19554/j.cnki.1001-3563.2025.16.018

Industrial Design

Analysis of the Emotional Cognitive Configuration of Young People Towards Red Cultural and Creative Products

OU Xinju, CHEN Jiangfei, YU Lei^*, CUI Jian

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Abstract

As an important means of spreading red culture, red cultural and creative product is an important carrier for leading the trend of thought among young people. Faced with the multidimensional complexity of the emotional cognition of young people towards red cultural and creative products, the work aims to reveal their emotional attitudes, cognitive preferences, and reactions to history, culture, and values towards red cultural and creative products. The top 20% of online sales reviews for JD's red cultural and creative products were captured and sorted out. The LDA theme analysis was employed to analyze and summarize the six value dimensions of aesthetic elements, exquisite elements, value perception, ergonomic elements, cultural innovation, and pleasure elements which were identified as conditional variables. The consumption intention for red cultural and creative products was used as the outcome variable. A scale and survey questionnaire was designed for empirical research, and fsQCA was used for data analysis to obtain optimization paths and verify the paths through case studies. Among the young people, there are three dominant conditional configurations of red cultural and creative emotional cognition, including "price-cost" dominant, "culture-value" dominant, and "society-emotion" dominant. It is found that optimizing red cultural and creative design with targeted combination factors has important practical value in meeting the needs of contemporary young people and promoting the innovation and development of red cultural and creative products. This study aims to provide a deep understanding of cultural product design and market promotion, in order to better meet the needs of contemporary young people and further promote the innovation and development of red cultural and creative products.

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red cultural and creative products / young people / emotional cognition / qualitative comparative analysis of fuzzy sets / LDA theme model

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OU Xinju, CHEN Jiangfei, YU Lei, CUI Jian. Analysis of the Emotional Cognitive Configuration of Young People Towards Red Cultural and Creative Products[J]. Packaging Engineering. 2025, 46(16): 216-231 https://doi.org/10.19554/j.cnki.1001-3563.2025.16.018

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