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Intangible cultural heritage nurtures the heritage of Chinese excellent traditional culture and is the root of Chinese national culture. This paper combines relevant literature to design a questionnaire on the effect of digital preservation and network communication of intangible cultural heritage to explore the effect of network communication of intangible cultural heritage. Before the questionnaire was distributed, the reliability and validity of the questionnaire was tested using Cronbach’s coefficient, KMO and Bartlett’s Sphericity Test to determine the reasonableness of the questionnaire. Further, the questionnaire data were collected to quantitatively analyze the cognitive, attitudinal and behavioral dimensions of the audience in the communication process of ICH. The audience recognizes the communication content of ICH on the online platform, and the communication content positively influences the audience’s cognition of ICH. The average score of audience’s attitude towards ICH communication was 3.55, and it was also found that 50.44\% of the audience would share and forward the content for secondary communication of ICH, and only 57 audiences did not participate in the interaction of ICH online communication. This paper provides decision-making support for governmental decision-making departments to strengthen the inheritance and protection of intangible cultural heritage, and the proposed optimization strategies can also provide a path for thinking about the creative revitalization and development of intangible cultural heritage.
Mo et al. (Wed,) studied this question.