earticle

영어

This study explores the impact of cultural identity on the acceptance of Huangmei Opera among Generation Z, with a specific focus on the moderating effects of gender and educational attainment, as well as the mediating roles of cultural engagement, attitude, and cultural pride. A survey was conducted with 506 Chinese university students aged 18-28, and SPSS-based mediation and moderation analyses were applied to examine how demographic factors interact with cultural identity to influence the acceptance of traditional cultural forms. The study aims to understand how cultural identity and demographic characteristics, such as gender and education, shape the younger generation’s engagement with Huangmei Opera. The findings reveal a positive relationship between cultural identity and the acceptance of Huangmei Opera, with significant moderating effects of gender and education. Specifically, females and individuals with higher educational levels demonstrate stronger acceptance of Huangmei Opera. Furthermore, cultural engagement, attitude, and cultural pride partially mediate the relationship between cultural identity and the acceptance of this traditional art form. These mediating factors help explain how cultural identity influences the acceptance of Huangmei Opera.The results provide practical insights into how traditional cultural heritage can be more effectively promoted and preserved in the digital age, particularly among younger generations. This research contributes to the broader understanding of how cultural identity functions in the preservation of intangib.