A Multidimensional Study and Analysis of Satisfaction with Intangible Cultural Heritage IP Co-Branded Products Based on Multi-Source Data

Amidst rapid economic growth and the surge in consumer demand for personalization, brand collaboration marketing has emerged as a pivotal strategy for industries to transcend homogeneity and captivate target audiences. Particularly, the awakening of national cultural consciousness has notably escalated consumers' appetite for products that seamlessly blend cultural depth with innovative experiences. This study employed a questionnaire across both online and offline platforms, integrating the Python data processing library to apply ordered logistic regression for a quantitative analysis of how consumer characteristics influence satisfaction with intangible cultural heritage IP collaborative products. Additionally, sentiment dictionary analysis tools were utilized to assess the emotional tendency of user reviews. The findings reveal that these methodologies effectively pinpoint key determinants of consumer satisfaction, holding substantial implications for the distinctive market development of intangible cultural heritage IP co-branded products and the preservation and propagation of intangible cultural heritage.