A hybrid method for assessing the perceived cultural value of cultural and creative products in e-commerce...

As the consumption of cultural and creative products (CCPs) increasingly shifts to e-commerce channels, consumers rely heavily on online visual-textual displays to perceive and compare cultural value, whereas systematic design-oriented methods for assessing such perceived value remain insufficient. To address this gap, this study proposes a hybrid method for assessing the perceived cultural value of CCPs in e-commerce visual-textual presentation. First, a three-domain indicator framework covering formal representation, usage inference, and meaning construction is developed by integrating hierarchical cultural semantics with narrative-structure organization, and refined through content validity testing. Second, a hybrid DEMATEL-CRITIC-MULTIMOORA model is used to integrate indicator influence and alternative-performance variation across indicators for weight determination, followed by multi-perspective alternative ranking. Using cultural aromatherapy burners as a case, Kendall's concordance tests reveal evident divergence in expert judgments, with W = 0.128 and p = 0.797 for indicator interaction judgments, and W = 0.414 and p = 0.066 for indicator-level assessments of alternative performance. Within this context, the model outputs should be interpreted as structured perceived cultural value assessment results aggregated from heterogeneous expert judgments, rather than as objective measurements of products' intrinsic cultural quality. External questionnaire validation demonstrates relatively high rank-order consistency between the model results and user-side assessments (Spearman's ρ = 0.829; Kendall's τ = 0.733). The proposed approach transforms implicit cultural semantic features of CCPs into observable and comparable evidence, providing a decision-support reference for competitor comparison, visual-textual presentation refinement, and CCP design practice.