Demand Characteristics of Regional Embroidery Products based on Kano Model and Affinity Graph

This study integrates the Kano model and affinity graph to conduct in-depth exploration of the demand characteristics of regional embroidery products. Through in-depth interviews and questionnaire surveys, 15 key demand elements were extracted from four dimensions: design, production, cultural connotation, and user experience. Using the Kano model classification and Better Worse coefficient calculation, it was found that five requirements, including "cultural heritage" and "practicality," belong to essential qualities (M), four requirements, including "fashionability" and "traditional craftsmanship," belong to one-dimensional qualities (O), and five requirements, including "personalized customization" and "artistic quality," belong to charm qualities (A). Among them, "collectability" has the highest sensitivity (ω=1.145), and "bright colors" and other four items belong to indifference quality (I). Based on this, suggestions are proposed to focus on the demand for charm, innovate design, and strengthen cultural narrative through the Internet, providing scientific basis for product differentiation development and precise market positioning.