Research Report on Consumer Decision-Making Factors and Market Potential of Fuping Persimmon Dyeing Under the New Cultural and Creative Trend in Shaanxi

Abstract

Against the backdrop of Guochao culture and the integrated development of culture and tourism, Fuping Persimmon Dyeing in Shaanxi—a cultural and creative product with roots in Tang Dynasty intangible cultural heritage—faces challenges such as low market awareness and unclear product positioning. Based on 332 valid questionnaires, this study systematically analyzes the factors influencing consumer decisions. Results show that consumers highly value the gradient effect of “sun dyeing,” intangible cultural heritage inheritance, and practical functionality, with “culture + practicality” serving as the core competitive advantage. Local consumers exhibit significantly stronger preferences than non-local tourists, and social media recommendations have a significant positive impact on purchase intention. The study suggests targeted strategies including focusing on local, middle-to-high-income consumer groups, strengthening the “ICH + Guochao” product positioning, leveraging social media content marketing, and pursuing cross-brand collaborations. These findings provide empirical support for the market development of Fuping Persimmon Dyeing and other ICH-based cultural and creative products in Shaanxi.