Abstract
This study investigates how regional cultural differences influence users’ perceptions and behavioral responses toward traditional Chinese teaware. Two representative categories were selected: Yixing Zisha teaware from Jiangnan and Cizhou Kiln teaware from northern China. Drawing on the three-tier structure of culture: material, structural, and spiritual, this study identifies aesthetic perception, perceived innovative ness and usability, and cultural identity as key constructs. Their effects on perceived value and purchase intention are examined. A two-item comparative questionnaire was administered in both regions to collect evaluations of the two types of teaware. Partial least squares structural equation modeling (PLS-SEM) was employed to evaluate the proposed model, supplemented by multigroup analysis (MGA) and measurement invariance testing (MICOM) to compare structural differences across product and region. While statistical significance was not observed in the path coefficients, the directional patterns provide meaningful insight into regionally differentiated cognitive preferences that users from Jiangnan are more strongly driven by cultural identity, whereas northern users emphasize innovative ness and functionality. Furthermore, MICOM results indicate that the interpretation of cultural identity varies across regions, reflecting differences in underlying cognitive structures. This study contributes to a deeper theoretical understanding of users’ cognitive mechanisms toward traditional teaware and confirms the moderating role of regional cultural differences in consumption paths. It offers a quantifiable framework for understanding user cognition and provides methodological support for revitalizing the cultural value, perceptual logic, and market communication of traditional craft products through differentiated regenerative design strategies.
Keywords
Traditional teaware; Regional cultural differences; Regenerative design; Multi-group analysis
DOI
https://doi.org/10.21606/iasdr.2025.41
Citation
Kong, W.,and Chen, Y.(2025) Reconstructing cultural value in teaware design: regional cultural impacts in Zisha and Cizhou ceramics, in Chang, C.-Y., and Hsu, Y. (eds.), IASDR 2025: Design Next, 02-05 December, Taiwan. https://doi.org/10.21606/iasdr.2025.41
Creative Commons License
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License
Conference Track
Track 11 - Culture and Craft Design for Regenerative Practices
Reconstructing cultural value in teaware design: regional cultural impacts in Zisha and Cizhou ceramics
This study investigates how regional cultural differences influence users’ perceptions and behavioral responses toward traditional Chinese teaware. Two representative categories were selected: Yixing Zisha teaware from Jiangnan and Cizhou Kiln teaware from northern China. Drawing on the three-tier structure of culture: material, structural, and spiritual, this study identifies aesthetic perception, perceived innovative ness and usability, and cultural identity as key constructs. Their effects on perceived value and purchase intention are examined. A two-item comparative questionnaire was administered in both regions to collect evaluations of the two types of teaware. Partial least squares structural equation modeling (PLS-SEM) was employed to evaluate the proposed model, supplemented by multigroup analysis (MGA) and measurement invariance testing (MICOM) to compare structural differences across product and region. While statistical significance was not observed in the path coefficients, the directional patterns provide meaningful insight into regionally differentiated cognitive preferences that users from Jiangnan are more strongly driven by cultural identity, whereas northern users emphasize innovative ness and functionality. Furthermore, MICOM results indicate that the interpretation of cultural identity varies across regions, reflecting differences in underlying cognitive structures. This study contributes to a deeper theoretical understanding of users’ cognitive mechanisms toward traditional teaware and confirms the moderating role of regional cultural differences in consumption paths. It offers a quantifiable framework for understanding user cognition and provides methodological support for revitalizing the cultural value, perceptual logic, and market communication of traditional craft products through differentiated regenerative design strategies.