Study on Consumption Characteristics and Demand for Guangxi Zhuang Brocade Cultural and Creative Products Based on Online Reviews from E-commerce Platforms

LIU Jingjing

doi:10.19554/j.cnki.1001-3563.2026.16.038

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Packaging Engineering ›› 2026, Vol. 47 ›› Issue (16) : 431-446. DOI: 10.19554/j.cnki.1001-3563.2026.16.038

Study on Consumption Characteristics and Demand for Guangxi Zhuang Brocade Cultural and Creative Products Based on Online Reviews from E-commerce Platforms

LIU Jingjing

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Abstract

The work aims to investigate the consumption characteristics and differences in consumer demands for Guangxi Zhuang brocade cultural and creative products, reveal their dynamic evolution pathways, and provide empirical evidence for industry optimization. Using the Octopus web crawler, consumer review texts for nine categories of Guangxi Zhuang brocade cultural and creative products between 2023 and 2025 were collected from the three major e-commerce platforms, Taobao, Tmall, and JD.com. After preprocessing, a corpus of data spanning three time windows was constructed; Using Python 3.11, LDA topic modeling was performed on the review texts from each time window to reveal the dynamic evolution of consumption characteristics; Subsequently, a consumption demand questionnaire was developed based on the identified keywords, and ANOVA was employed to analyze group differences across six basic attributes: gender, age, education level, ethnicity, income, and employment status. Consumption characteristics transitioned from a balance of practicality and social interaction in 2023 to an organic integration of emotional attachment, cultural significance, and social relationships by 2025. Significant group differences in consumption needs were observed: younger, unemployed, and student groups prioritized practicality and affordability; middle-aged, highly educated, high-income, and employed groups shifted from material consumption to consumption driven by brand credibility and social capital; while ethnic minority, high-income, and retired groups seek emotional fulfillment and cultural identity through cultural and creative products. The consumption upgrade of Guangxi Zhuang brocade cultural and creative products involves both path dependence and demographic heterogeneity; industrial supply must dynamically adapt to a demand structure characterized by stratification and precision.

Key words

e-commerce platform / Guangxi Zhuang brocade / cultural and creative products / consumption characteristics / consumer demand / LDA-ANOVA model

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LIU Jingjing. Study on Consumption Characteristics and Demand for Guangxi Zhuang Brocade Cultural and Creative Products Based on Online Reviews from E-commerce Platforms[J]. Packaging Engineering. 2026, 47(16): 431-446 https://doi.org/10.19554/j.cnki.1001-3563.2026.16.038

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