Unveiling Consumer Acceptance Mechanisms of Ottchil Jewelry -a cultural cognition and perception-based approach-

Abstract

In the context of global cultural integration and the revitalization of traditional craftsmanship, how traditional materials are integrated into contemporary consumer life through modern expressions has become a significant topic in the fields of design and cultural communication. As a representative material of China's intangible cultural heritage, lacquerware has recently gained increasing attention in jewelry design. However, the mechanisms underlying consumer perception and acceptance of lacquerware jewelry remain underexplored. This study proposes a three-dimensional model encompassing aesthetic preference, Material perception, and cultural cognition to construct and verify the pathways influencing consumers' acceptance intentions toward lacquerware jewelry. Based on 412 valid samples collected through a structured questionnaire survey in Eastern China, descriptive statistics, group difference analysis, and structural equation modeling (SEM) were employed for empirical analysis. The results reveal that visual attractiveness serves as the primary driver of consumer interest, while notable concerns persist regarding material trustworthiness. Although overall cultural cognition levels remain moderate, their influence is significantly more pronounced among consumers with higher education levels and design-related backgrounds. Drawing on these findings, the study proposes a three-stage communication strategy: leading with visual distinctiveness, reinforcing material trust, and enhancing cultural identity through emotional storytelling. This research not only enriches the theoretical framework of consumer perception regarding traditional materials but also offers practical insights for the global dissemination and design innovation of intangible heritage-based jewelry.