The work aims to extract consumer demands from a large volume of online reviews regarding red-themed cultural and creative products (CCPs) and explore the differential impacts of various demand elements on customer satisfaction, so as to provide valuable insights for enterprises to improve product and service quality and promote sustainable development. With online reviews of red-themed CCPs from the e-commerce platforms Taobao (Tmall) as the data source, the Biterm Topic Model (BTM) was employed to perform topic modeling on the reviews. Based on the clustering results, key consumer demand elements were identified. These elements were further classified and prioritized using the Kano model and customer satisfaction coefficients. The findings indicated that consumer demands for red-themed CCPs and related services could be categorized into four dimensions: functionality, price, social value, and emotional aspects, encompassing a total of 15 demand elements. Among them, practical functionality, merchant services, cultural identification, and promotional credibility were identified as basic demands; product quality, delivery speed, visual appeal, and packaging as performance demands; educational value, promotional activities, cost-effectiveness, personal expression, and cross-brand collaborations as excitement demands, while extended functionality and giftability were classified as indifferent demands. Enterprises should first ensure that basic demands are adequately met, then focus on enhancing the supply of performance demands, and actively work on transforming and realizing excitement demands. Furthermore, it is essential to monitor the evolving dynamics of indifferent demands to ensure sustainable development within resource constraints. Based on these insights, the study proposes corresponding optimization strategies.
Key words
BTM /
Kano model /
red-themed cultural and creative products /
consumer demand /
online reviews
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