Intangible cultural heritage is a valuable asset of Chinese civilization, playing an indispensable role in shaping cultural confidence and pride. However, in the context of the internet and new media, there has emerged a scenario of cultural inheritance stagnation and financial difficulties. This study collects data from 300 users regarding the digital content of intangible cultural heritage through semi-structured interviews, utilizing NVivo12 software and based on a three-level coding framework of grounded theory. It discusses solutions for the digital dissemination path of culture and builds a model for its dissemination and development. The study finds that user willingness, technical support, dissemination media, and cultural plasticity have significant effects on the digitalization of intangible cultural heritage.
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