基于机器学习的大理白族扎染数智化传承与市场研究

Research on the Digital and Intelligent Inheritance and Market of Dali Bai Tie-Dye Based on Machine Learning

摘要: 本研究基于大理地区非概率样本，采用混合研究方法(问卷、访谈与网络爬虫)并结合机器学习模型(回归、随机森林与聚类分析)，探讨数智化背景下大理白族扎染技艺的市场现状与传承路径，是一项聚焦特定区域的探索性研究。研究发现：购买意愿受性别、收入及技术融合认可度正向影响；公众对数智化的支持意愿深陷“提升文化影响力的价值认同”与“消解手工韵味的异化担忧”这一核心张力之中；支持者可聚类为“文化传承守护者”“市场推广互动者”与“技术创新效率者”三类。本研究突破了传统定性分析的局限，构建了数据驱动的非遗数字化活化研究框架，兼具理论价值与实践路径，但结论的普适性尚待进一步检验。

Abstract: This study investigates the current market situation and inheritance pathways of Dali Bai tie-dye craftsmanship within the context of digital and intelligent transformation. Employing a mixed-methods approach (questionnaires, interviews, and web scraping) combined with machine learning models (regression, Random Forest, and Cluster Analysis), the research identifies key factors influencing consumers’ purchase intentions and their willingness to support digital and intelligent initiatives. The findings reveal that purchase intention is positively influenced by gender, income, and the recognition of technology integration. However, public willingness to support digitalization is deeply embedded in a core tension between “value identification with enhancing cultural influence” and “concerns about the alienation that diminishes handmade charm.” Furthermore, supporters can be clustered into three distinct types: “Cultural Heritage Guardians,” “Market Promotion Interactors,” and “Technological Innovation Efficiencers.” This study transcends the limitations of traditional qualitative analysis by constructing a data-driven research framework for the digital revitalization of intangible cultural heritage, offering both theoretical value and practical pathways. However, the universality of the conclusion remains to be further tested.