Research on Student Demands for the Functional Transformation of Virtual IP Images in Universities

Abstract

As the digital transformation of higher education continues to deepen, university virtual intellectual-property (IP) characters have evolved from one-way promotional symbols into multifunctional digital interfaces that integrate information services, emotional companionship, cultural communication, and social interaction. Existing studies have largely focused on design aesthetics and brand-communication effects, while insufficient emotional resonance and value alignment remain major challenges for campus cultural IP development [1]. Grounded in Uses and Gratifications Theory (UGT), this study employed a questionnaire survey to collect data from students at multiple higher education institutions. The findings reveal a structural mismatch between students’ actual needs and the functions currently supplied. Accordingly, university virtual IP characters should shift from one-way communication toward a service ecosystem jointly driven by instrumental utility and emotional support. This study provides both a theoretical reference and a practical pathway for service innovation in the digital transformation of higher education.