Design preferences for contemporary Chinese-style wooden furniture: Insights from conjoint analysis

Chinese wooden furniture occupies a central role in the nation’s cultural and historical heritage, serving not only as practical household items for period classification, but also as symbols of social status and artistic achievement. Recently, a new wave of Chinese-style furniture that blends traditional design elements with modern aesthetics has gained considerable market attention and recognition. This paper utilizes Conjoint Analysis to thoroughly investigate and assess consumer preferences and the visual appeal of contemporary Chinese-style furniture, leveraging a combination of user experience surveys and eye-tracking technology. This study suggests a sustained social interest in the materiality of Chinese heritage, emphasizing its relevance in today’s culture. The findings show that in subjective evaluations, consumers prioritize material selection. Eye-tracking data reveals that “material,” particularly “redwood,” demands more intensive cognitive processing during the fixation stage. However, “decoration type” plays a dominant role in visual searches across multiple stages, indicating that consumers employ varied cognitive strategies when interacting with different product attributes. Additionally, consumers’ focus on backrests and pattern craftsmanship offers valuable insights into future market trends.