Investigating the Influence Mechanism of Douyin Live on the Sale of Traditional Handicrafts in China—Based on a Dual Perspective of Youth Participation

Abstract

As an integral component of Chinese national culture, traditional handicrafts face dual challenges of being replaced by modern industrial products and market contraction. In the context of the digital economy, the youth demographic, serving as primary participants and innovators in live-streaming e-commerce, positions Douyin live as a pivotal avenue to explore new opportunities for traditional handicrafts in modern markets. This study focuses on Lin’an District, Hangzhou City, Zhejiang Province, employing questionnaire surveys and on-site interviews with 53 artisans to investigate the role of Douyin live in enhancing the sales of traditional handicrafts. The findings reveal that youth engagement drives the sales of traditional handicrafts through dual pathways of consumption support and cultural participation: young creators significantly improve the online visibility of handicrafts through content innovation; the Douyin platform facilitates the preservation of intangible cultural heritage, markedly boosting market sales; and policy support and resource integration facilitated by Douyin positively influence sales, with young livestream hosts demonstrating greater adaptability in leveraging policy resources. Based on empirical analysis, this study confirms the positive impact of Douyin live on traditional handicraft sales and proposes actionable strategies, including content innovation, brand building, and technological empowerment, to further promote sales and sustainable development. The results not only provide practical marketing strategies for artisans but also offer novel insights into the inheritance and innovative development of traditional handicrafts.