浙江省大学生对非遗工艺品及其衍生品消费需求现状：基于10所高校342名在校生的调查
The Current Situation of Consumption Demand for Intangible Cultural Heritage (ICH) Handicrafts and Their Derivatives Among College Students in Zhejiang Province
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초록
浙江是非遗文化资源丰富且保护工作走在中国前列。浙江非遗消费用户群体排行第一，大学生是中国非遗工艺品及其衍生品消费者中的主力军。基于此，本研究选择浙江省10所高校具有浙江户籍的342名大学生进行随机抽样调查，主要采用问卷法，以S-O-R理论模型为核心，围绕“刺激(S)—机体(O)—反应(R)”的逻辑，通过消费偏好、消费渠道、消费水平、价值认同、传承支持五个维度展开调研，运用SPSS软件对调研数据分析，并从驱动消费因素和制约消费因素展开讨论。结果发现，其驱动因素主要表现在：(1)非遗消费呈年轻化态势；(2)大学生对非遗文化价值认同高；(3)非遗展销市场进入高校；(4)网商平台是年轻人的主要消费渠道。制约消费因素主要表现在：(1)消费动机分层与渠道集中；(2)消费行为“低价低频”倾向；(3)价值认同与消费行为的矛盾；(4)产品创新与市场需求存在偏差。结论提出，非遗工艺品及其衍生品消费环境的驱动因素和制约因素体现了中国非遗文化与市场的转型与调整期特征。年轻一代是传统文化的接班人，需要引导大学生从原本的“非遗文化旁观者”转换为“现代化传承共建者”。文末从政策、教育、社会层面提出建议，以推动非遗从“文化符号”走向“日常消费”。
Abstract
Zhejiang Province, renowned for its abundant intangible cultural heritage (ICH) resources and leading conservation efforts in China, also tops the national ranking in the size of its ICH consumer base. University students constitute a primary consumer group for ICH handicrafts and related derivatives in the region. To investigate their consumption behaviors, this study employed a questionnaire survey based on the Stimulus-Organism-Response (S-O-R) theoretical model. Data were collected from a random sample of 342 university students with Zhejiang household registration across ten provincial institutions, focusing on five dimensions: consumption preferences, channels, expenditure levels, value recognition, and attitudes toward ICH inheritance. Statistical analysis was performed using SPSS. The findings reveal both driving and constraining factors in the student consumption landscape. Key positive drivers include: (1) a trend toward younger ICH consumer demographics; (2) a strong recognition of the cultural value of ICH among students; (3) the increasing presence of ICH exhibitions and sales markets on campuses; and (4) the dominance of e-commerce platforms as the main purchasing channel. Conversely, major constraints identified are: (1) stratified consumption motives coupled with concentrated purchasing channels; (2) a prevailing pattern of "low-price and low-frequency" purchasing behavior; (3) a discernible gap between high value recognition and actual consumption engagement; and (4) a misalignment between product innovation and genuine market demand. The study concludes that these dual characteristics reflect the dynamics of China's ongoing transitional phase in reconciling ICH culture with market forces. As the younger generation represents the future custodians of traditional culture, it is crucial to guide university students beyond the role of passive "ICH observers" toward becoming active "co-builders in its modern inheritance." Finally, targeted recommendations are proposed from policy, educational, and societal perspectives to facilitate the transformation of ICH from a symbolic cultural artifact into a sustainable component of everyday consumption.