Research on the Relationship Between the Attributes of Museum Cultural and Creative Products and the Consumer Demand of Generation Z Based on Kano Model

This paper aims to explore Generation Z's preferences for the attributes of museum cultural and creative products, capture the emotional demands of this group at the visceral, behavioral, and reflective levels during the consumption process, and summarize the factors that most influence Generation Z's behavioral orientation and purchasing decisions. This research first uses the KJ method to summarize consumers' primary and secondary demands for museum cultural and creative products from expert interviews; then, the frequency of occurrence of different types of demands under each attribute is counted, and the one with the largest proportion is the final demand type of the attribute; finally, calculate the Better-Worse coefficient of each attribute, further prioritize each type of demand, and summarize the calculation results. The results of the research show that attributes at the behavioral level, such as ease of operation and high quality, are the main driving factors influencing Generation Z's purchasing decisions; qualities such as historical and humanistic attributes and interactive diversity are the significant factors that directly increase the group's satisfaction; and intuitive stimulation from basic senses such as vision is the powerful driving force that enhances the attractiveness of the first-time experience for Generation Z. This research quantifies the preferences of Generation Z and helps form a demand model for this group, thereby reducing unnecessary losses in the design, development, production, and operation of museum cultural and creative products.