The digital transformation and innovative development of museums have led consumers to increasingly prefer purchasing museum cultural and creative products through e-commerce platforms. Although this trend shows potential for market growth, the lack of distinct cultural identity and insufficient product differentiation hinder its stable development. Therefore, this study aims to explore consumers’ perceptions on Palace Museum’s cultural and creative products using cultural hierarchy theory. Taking the Palace Museum’s Cultural and Creative Flagship Store on Tmall.com as a case study, the employed evaluation method involves constructing a lexicon of cultural features using Word2vec model and then analyzing online textual reviews to identify these features. Results reveal that among the various cultural features of the products, consumers placed the greatest emphasis on “Materials used” and the least on “Specialty craft”. With regards to the cultural features of inner “intangible” level, consumers tend to have a limited comprehension and familiarity with the cultural heritage and histories behind the products. This study provides suggestions to museum professionals to optimize the use of traditional cultural resources and develop a product development plan.