Questionnaire on the Awareness and Digital Revitalization of Nanjing Yunjin Wooden-Loom Zhuanghua We

Dear Respondent:
Hello! This survey aims to understand the public's awareness, consumption preferences, and perspectives on the digital development of the Nanjing Yunjin wooden-loom Zhuanghua weaving technique. It will provide data support and research reference for the living inheritance and digital revitalization project of Nanjing Yunjin as an intangible cultural heritage. The questionnaire is anonymous, and all data will be used solely for academic research and project analysis. It will take about 3-5 minutes to complete. Thank you for your valuable time and sincere cooperation!
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1. Your Gender:
A. Male
B. Female
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2. Your Age:
A. 18 and under
B. 19-25
C. 26-35
D. 36-45
E. 46-55
F. 56 and above
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3. Your Highest Education Level:
A. Middle School and below
B. High School / Vocational School
C. Associate Degree (College)
D. Bachelor's Degree
E. Master's Degree and above
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4. Your Occupation:
A. Student
B. Corporate Employee
C. Public Sector / Institution Employee
D. Freelancer
E. Retiree
F. Other
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5. Your Current Residence:
A. Nanjing, Jiangsu Province
B. Jiangsu Province (excluding Nanjing)
C. East China (excluding Jiangsu)
D. Other regions in China
E. Overseas
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6. Your Average Monthly Disposable Income (RMB):
A. 2,000 and below
B. 2,001 - 5,000
C. 5,001 - 8,000
D. 8,001 - 15,000
E. 15,001 - 30,000
F. Above 30,000
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7. Have you ever heard of the "Nanjing Yunjin Wooden-Loom Zhuanghua Weaving Technique"?
A. Never heard of it
B. Only heard the name, but do not know the details
C. Have a basic understanding (know it is an intangible cultural heritage and former royal brocade)
D. Relatively familiar (understand its weaving process, history, and core values)
E. Very familiar (have deeply studied its patterns, craftsmanship, and current development status)
This is a picture of it
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8. Through which channels did you primarily learn about Nanjing Yunjin? (Multiple Choice)[Please select 1-3 item]
A. Offline visits to local Nanjing tourist spots, Yunjin Museum, or intangible cultural heritage workshops
B. Short videos / social platforms (e.g., TikTok/Douyin, Xiaohongshu, Bilibili)
C. Traditional media (e.g., TV, documentaries, newspapers, magazines)
D. School courses, academic research, or intangible cultural heritage study tours
E. Cultural and creative products or brand collaborations
F. Product placements in film, television, variety shows, or video games
G. Introductions from family, friends, or colleagues
H. Other
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9. Which of the following facts about Nanjing Yunjin are you aware of? (Multiple Choice)[Choose at least 1 item]
A. It is a masterpiece of the Oral and Intangible Heritage of Humanity and ranks first among China's four famous brocades
B. It was the royal weaving craft of the Ming and Qing dynasties, with a history of nearly 1,600 years
C. The core technique is wooden-loom Zhuanghua, requiring the collaboration of two people: a "puller" and a "weaver"
D. The wooden-loom Zhuanghua technique cannot be completely replaced by machines to this day and must be hand-woven
E. Classic patterns include traditional auspicious elements like dragons, phoenixes, clouds, flowers, and mythical beasts
F. None of the above
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10. In what contexts have you encountered Nanjing Yunjin-related products or content? [Multiple]
A. Physical exhibitions in museums or intangible cultural heritage halls
B. Cultural and creative shops in tourist scenic spots
C. Online e-commerce cultural and creative stores
D. Co-branded apparel, bags, or home products
E. Intangible cultural heritage live streams or online virtual exhibitions
F. Intangible cultural heritage study tours organized by schools or social institutions
G. Never encountered
H. Other
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11. How do you perceive the value of the Nanjing Yunjin wooden-loom Zhuanghua weaving technique? (Multiple Choice)[Please select 1-3 item]
A. It is the pinnacle of traditional Chinese weaving craftsmanship, possessing extremely high historical and cultural value
B. The hand-weaving process is complex, possessing irreplaceable intangible cultural heritage value
C. The pattern designs are exquisite, possessing extremely high artistic aesthetic and "Guochao" (China chic) design value
D. It is merely a niche, high-end collectible with low relevance to daily life
E. The craftsmanship is outdated and the format is traditional, not aligning with contemporary aesthetics and consumer needs
F. Other views
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13. If you have purchased Yunjin-related products, what types of products did you buy? (Multiple Choice. Respondents who selected C or D in Question 12 do not need to answer)[Choose at most 3 items]
A. High-end collectible brocade items / Custom works
B. Wearable products like silk scarves, shawls, and clothing accessories
C. Lightweight cultural and creative products like coasters, bookmarks, pendants, and ornaments
D. Home decor, bedding, and soft furnishing products
E. Intangible cultural heritage study tours / Weaving experience courses
F. Other
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14. If you have never purchased Yunjin-related products, what is the main reason? (Multiple Choice. Respondents who selected A or B in Question 12 do not need to answer)[Choose at most 4 items]
A. Unfamiliar with the products and unsure of the purchase channels
B. Prices are too high, exceeding my consumption budget
C. Product styles are too traditional and do not match my personal aesthetics
D. Limited application scenarios; low daily practicality
E. Doubts about product quality and the authenticity of the craftsmanship
F. Not interested in intangible cultural heritage itself
G. Other reasons
15. For different types of Yunjin-related products, what price range (RMB) is acceptable to you? (Single Choice per row)
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① Light cultural and creative products (bookmarks, pendants, silk scarves, coasters, ect.)
A. 50 and below
B. 51-200
C. 201-500
D. 501-1000
E. 1001-3000
F. Above 3000
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② Co-branded products (clothing, bads, etc.)
A. 50 and below
B. 51-200
C. 201-500
D. 501-1000
E. 1001-3000
F. Above 3000
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③ Home decorations and high-end collectibles
A. 50 and below
B. 51-200
C. 201-500
D. 501-1000
E. 1001-3000
F. Above 3000
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④ Intangible cultural heritage weaving experience/ study tour courses
A. 50 and below
B. 51-200
C. 201-500
D. 501-1000
E. 1001-3000
F. Above 3000
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16. When choosing Yunjin-related products, what are the core factors you care most about? (Multiple Choice, select up to 3)[Please select 1-4 item]
A. Product price
B. Pattern design and aesthetic style
C. Daily practicality
D. Weaving craftsmanship and product quality
E. Intangible cultural heritage significance and collection value
F. Endorsement by brands or cultural inheritors
G. Convenience of purchase channels
H. Personalized customization services
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17. What type of Yunjin-related products are you more willing to buy? (Multiple Choice)[Choose at most 3 items]
A. Minimalist "Guochao" (China chic) style daily wear accessories (silk scarves, ties, brooches, etc.)
B. Lightweight, highly aesthetic office/home cultural products (bookmarks, ornaments, coasters, etc.)
C. Co-branded apparel and bag products featuring fashion brands or film/television IPs
D. High-end customized collectible brocade works
E. Intangible cultural heritage weaving experiences and cultural study courses
F. Digital products such as digital collectibles and AI pattern designs
G. Other
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18. Are you familiar with the concept of "Intangible Cultural Heritage Digitalization"?
A. Very familiar; continuously following related cases and developments
B. Relatively familiar; have seen related digital projects or products
C. Have only heard the concept; unclear about specific forms and content
D. Never heard of it
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19. Do you approve of using digital technologies (such as AI, VR/AR, big data) to drive design innovation, cultural dissemination, and industrial empowerment for Nanjing Yunjin?
A. Strongly approve; digital technology is a vital direction for the living inheritance of intangible cultural heritage
B. Somewhat approve; digitalization can bring intangible cultural heritage closer to the public
C. Neutral; neither oppose nor actively follow
D. Somewhat disapprove; digitalization will undermine the purity of traditional craftsmanship
E. Strongly disapprove; traditional intangible heritage should not be combined with digital technology
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20. Which of the following digital formats for Nanjing Yunjin interest you the most? (Multiple Choice)[Multiple]
A. AI Yunjin pattern intelligent design platform for online personalized pattern customization
B. VR/AR virtual weaving workshop for an immersive experience of the dual-person wooden-loom Zhuanghua weaving process
C. Live teaching by inheritors, utilizing digital special effects to visually break down weaving difficulties
D. Popular science content such as short videos on Yunjin culture, digital documentaries, and pattern design cases
E. Yunjin digital collectibles and virtual pattern IP licensed products
F. Online digital study courses paired with offline weaving experiences
G. Metaverse Yunjin Museum for immersive online exhibitions
H. Not interested in any
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Test to prevent accidental clicks Please choose A
YES
NO
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21. Which platforms would you prefer to use to learn about Nanjing Yunjin? (Multiple Choice)[Choose at most 4 items]
A. Short video platforms like TikTok (Douyin) and Kuaishou
B. Social lifestyle platforms like Xiaohongshu and Weibo
C. Long video / knowledge-sharing platforms like Bilibili
D. WeChat Official Accounts / Video Accounts / Mini Programs
E. E-commerce platforms like Taobao and JD.com
F. Offline digital experience exhibitions in museums or tourist spots
G. Traditional media like TV and documentaries
H. Other
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22. Which of the following digital initiatives do you think would effectively increase your willingness to learn about and consume Nanjing Yunjin? (Multiple Choice)[Multiple]
A. Online VR immersive experience of the weaving process, breaking the geographical limits of offline visits
B. AI-designed lightweight, personalized cultural and creative products adapting to daily consumption needs
C. Inheritor live commerce + craftsmanship popularization, intuitively understanding the product and culture
D. Personalized customization services featuring online pattern customization and offline weaving production
E. Linked courses combining online digital study and offline craftsmanship experience
F. Cross-border digital collaborations of the Yunjin IP with famous brands, films, and games
G. Online interactive activities like digital stamp collecting and digital collectible redemption
H. Other
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23. Do you have any of the following concerns regarding the digital development of Nanjing Yunjin? [Please select 1-4 item]
A. Digitalization will weaken the core value of traditional hand-weaving craftsmanship
B. AI-designed patterns will lose the cultural depth and artistic texture of traditional Yunjin
C. The premium on digital products is too high, lacking cost-effectiveness
D. Online content is highly homogenous, failing to truly convey the essence of the intangible cultural heritage
E. Virtual experiences cannot replace the tactile and authentic feel of physical objects
F. No concerns at all
G. Other concerns
24. Regarding the Nanjing Yunjin wooden-loom Zhuanghua weaving technique, what specific aspects would you most like to learn more about? [Open-ended response space]
25. Do you have any other suggestions or ideas for the digital revitalization and living inheritance of Nanjing Yunjin's intangible cultural heritage technique? [Open-ended response space]
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