Digital Literacy and Economic Performance Among ICH Inheritors in Zhejiang: A Chain Mediation Study from a Communication Perspective

Abstract

In the platform economy, Chinese intangible cultural heritage (ICH) inheritors are transitioning from cultural custodians to digital entrepreneurs, yet the mechanisms linking digital skills to economic success remain unclear. Integrating human capital and identity theories, this study proposes a chain mediation model examining how digital human capital is associated with economic performance through identity and communicative behavior. Using an explanatory sequential mixed-method design, we analyze survey data from 317 ICH inheritors in Zhejiang Province (collected during October–November 2025), 15 in-depth interviews, and 20 public cases. Quantitative results suggest that digital human capital is positively associated with economic performance ( β  = 0.78, p < 0.001), partially mediated by digital entrepreneurial identity and livestreaming e-commerce adoption depth. Age moderates these paths: for older inheritors, digital skills more strongly influence identity formation; for younger inheritors, identity more strongly drives adoption depth. Qualitative analysis identifies four identity transition narratives and triple barriers – subjective, technical, and institutional. This study extends human capital theory by suggesting that identity-mediated behavioral pathways may serve as important mechanisms through which digital skills are associated with economic returns, offering policy implications for empowering cultural producers in the digital economy.