Survey on Willingness to Pay for Chinese Culture

Instructions: Hello! This survey focuses on foreign university students' interest in Chinese culture and their willingness to pay for related products. All responses are anonymous, and the data will only be used for academic research. Thank you sincerely for your participation!
I. Basic Information (3 questions)
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1. Your nationality:
Japan
Philippines
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Channels through which you have come into contact with Chinese culture (multiple choices):【多选题】
Douyin/TikTok
Anime and games (e.g., Genshin Impact)
tudying abroad/traveling
University courses
Films and TV dramas (e.g., Nirvana in Fire)
Social media bloggers
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3. Your familiarity with Chinese culture:
Completely unfamiliar
Basic understanding (e.g., Spring Festival)
n-depth experience (e.g., learning calligraphy)

II. Cultural Interest Evaluation (5 questions, 1=No interest → 5=Extremely interested)

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4. Intangible cultural heritage handicrafts (such as Suzhou embroidery, Jingdezhen ceramics, etc.)
1
2
3
4
5
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5. Traditional performing arts (such as Peking Opera, shadow puppetry, etc.)
1
2
3
4
5
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6. Food culture (such as tea ceremony, local cuisines, etc.)
1
2
3
4
5
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7. Festival customs (such as Spring Festival, Mid-Autumn Festival, etc.)
1
2
3
4
5
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8. Modern cultural IPs (such as online novels, domestic animations, Hanfu, etc.)
1
2
3
4
5

III. Key Factors in Payment Decisions (4 questions)

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9. For which products would you pay? (Choose at most 2 items)v
【最多选择2项】
A. Intangible cultural heritage master classes (such as live Suzhou embroidery teaching, etc.)
B. Film and television IP analysis (such as the sci-fi settings in The Wandering Earth, etc.)
C. Chinese learning tools (with cultural annotations, etc.)
D. In-depth travel guides (such as strategies for niche ancient towns, etc.)
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10. Main considerations for payment (rank them):Please drag to reorder by importance (1=Most important)【排序题】
  • Uniqueness of content
  • Reasonableness of price
  • Language adaptability
  • Authority of creators
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12. What do you think are the current obstacles? (multiple choices):【多选题】
Dull content
Language barrier
Overpriced
Lack of reliable channels

IV. Open Question (1 question)

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13. What Chinese cultural programs would you most like to experience through paid products?[Example] "Making Jingdezhen ceramics with VR" "Learning singing from Peking Opera actors"
[Example] "Making Jingdezhen ceramics with VR" "Learning singing from Peking Opera performers"
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