1. What is your age group? A. ＜18 years old B. 18-29 years old C. 30-39 years old D. 40- 59years old E. ≥60 years old
2. How often do you make cross-border online purchases? A. never B. 1-3 times a month C. 4-6 times a month D. More than 6 times a month
3. Do you have the experience of studying in China A. yes B. no
4. How long have you been studying in China? A. Less than 1 year B. 1-3 years C. 4-6 years D. More than 6 years
5. Have you ever had offline experiences with Chinese ICH (e.g., visiting ICH museums, joining craft workshops, attending folk art performances)? A. Yes, 1-2 times B. Yes, 3-5 times C. Yes，＞5 times D. No
6. Have you ever watched English live streams promoting Chinese ICH products (e.g. ceramics, embroidery, tea art)? A. Yes B. No
7. If yes, how frequently do you watch such live streams? A. Occasionally (1-2 times) B. Regularly (3-5 times) C. Frequently (more than 5 times)
8. Do English ICH live streams help you better understand the ICH you’ve encountered offline in China? A. Yes, greatly B. Yes, slightly C. No effect D. No, it’s more confusing E. No, I already understood well
9. How acceptable is the "cultural analogy-experience" narrative logic (e.g., comparing Peking Opera facial masks to Western opera roles) ? A. Very easy B. Easy C. Neutral D. Difficult E. Very difficult
10. How easy is it for you to understand the description "like a fine wine that leaves a pleasant finish" (referring to the aftertaste of tea)? A. Very easy B. Easy C. Neutral D. Difficult E. Very difficult
11. Which style of ICH term expression do you prefer? A. Literal translation (e.g., "inheritor" for ICH inheritor) B. Popular analogy (e.g., comparing tea aftertaste to wine)
12. What narrative focus do you prefer most in ICH live streams? A. Deep cultural connotations and history of the ICH product(e.g. symbolic meanings of patterns) B. Personal experience of using the product C. Craftsmanship process of the ICH product(e.g., how embroidery is stitched)
13. How helpful is comparing Pu'er tea aging to French wine aging for your understanding? A. Very helpful B. Helpful C. Neutral D. Unhelpful E. Very unhelpful
14. Does cultural analogy (e.g., the above examples) increase your interest in ICH products? A. Strongly increase B. Slightly increase C. No effect D. Slightly decrease E. Strongly decrease
15. Do English ICH live streams easily trigger your emotional resonance? A. Very easily B. Easily C. Neutral D. Hardly E. Very hardly
16. What is your willingness to interact during such live streams? A. Very willing (e.g., asking questions, commenting) B. Willing C. Neutral D. Unwilling E. Very unwilling
17. How often do you interact (e.g., like, share, comment) when watching ICH English live streams? A. Almost every time B. Often C. Occasionally D. Seldom E. Never
18. Do user-friendly and culturally adapted expressions (e.g., popular terms, analogies) increase your willingness to purchase ICH products? A. Strongly increase B. Slightly increase C. No effect D. Slightly decrease E. Strongly decrease
19. Which of the following Chinese ICH product categories are you interested in?(Select all that apply) A. Ceramics B. Embroidery C. Tea art D. Traditional Chinese opera (e.g., Peking Opera) E. Handicrafts (e.g., paper-cutting) F. Others (please specify if you want: )
20. What live stream interaction forms do you hope to see more?(Select all that apply) A. Real-time Q&A with the host B. Detailed craft demonstration C. Lucky draws related to ICH products D. In-depth cultural background explanation E. User experience sharing F. Others (please specify if you want: )
21. What are the main factors affecting your understanding or purchase decision, as a student studying in China? A. Unfamiliar ICH terms B. Cultural background details not explained in live streams C. Concerns about product quality or after-sales service D. Confusion about cross-border vs. domestic delivery E. Complex sentence structure in English explanations F. Others (please specify: )
22. Do culturally adapted expressions (e.g., linking ICH to your daily life in China) increase your trust in the live stream products? A. Strongly increase B. Slightly increase C. No effect D. Slightly decrease E. Strongly decrease
23. We sincerely welcome any further suggestions you may have for improving our cross-border livestreaming of intangible cultural heritage.
Thank you for completing the questionnaire!