Research on the Spread and Market Potential of Shu Embroidery Culture under Public Perception

Na Tang and Haoyu Zheng

Education Insights, 2025, vol. 2, issue 10, 145-158

Abstract: Shu embroidery, renowned as the "crown of stitches," continues to demonstrate vitality in contemporary times. However, its cultural inheritance still faces considerable challenges. This study focuses on market research and textual data related to Shu embroidery, aiming to identify the key factors that influence the public's willingness to purchase it through a combination of quantitative and qualitative methods. Data analysis was conducted using SPSS 27 and Python. The results indicate that product core competitiveness (Factor 1), brand communication and perception (Factor 2), and cultural foundation value (Factor 3) all have a significant positive impact on purchase intention. Product perception fully mediates the effect of Factor 1 on purchase intention. Overall, the public holds a positive cultural perception of Shu embroidery, and cultural inheritance emerges as a prominent topic of discussion. Based on these findings, the study suggests that leveraging cultural heritage to enhance product value, integrating core product competitiveness with favorable product perception, and strengthening the overall appeal of Shu embroidery are essential strategies for its modernization, emotional resonance, and market development.

Keywords: Shu embroidery; purchase intention; product perception; marketization (search for similar items in EconPapers)
Date: 2025
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Persistent link: https://EconPapers.repec.org/RePEc:axf:eiaaaa:v:2:y:2025:i:10:p:145-158

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