目的 关注非遗参与者体验过程中的价值感受，运用方法目的链理论逐步建构广绣的价值意涵。方法 基于方法目的链理论和内容分析法，结合阶梯式访谈法，了解20名广绣非遗参与者对广绣属性的认知、内心期望与价值需求，检视其参与的动机及目的。结果 通过访谈获得非遗参与者对广绣的认知，从中可归纳为12项属性、10项获益结果与6项体验价值，最重要的方法目的链是传统针法—自主性/二次创作—美感享受、地方感以及手工技艺—激发持续动力—愉悦享乐、内在和谐，参与体验的人更多关注广绣传递的美感价值与承载的地域价值。结论 通过非遗参与者体验价值的研究，构建广绣体验层级价值图，从方法论视角探讨有意义的文化消费体验策略，为广绣文化消费体验的可行性提供依据。

This research focuses on the value perception of intangible cultural heritage participants in the experience process, uses the means-ends chains to explore the participants' value perception structure, and constructs a value implication of Canton Embroidery. Based on the means-ends chains and content analysis method, the article uses a step-by-step interview method to understand the cognition, inner expectations and value needs of 20 Canton Embroidery intangible cultural heritage participants, and examine their motivation and purpose of participation. The cognition of intangible cultural heritage participants on Canton Embroidery obtained from the interviews is summarized into 12 attributes, 10 benefit consequences and 6 experience values. Furthermore, the most important of chains is "traditional stitching—autonomy/ second creation—aesthetic enjoyment, sense of place" and "manual skills—stimulate continuous motivation—pleasure and enjoyment, inner harmony", the participants in the experience pay more attention to the aesthetic value conveyed by Canton Embroidery and the regional value carried. Through the study of the experience value of intangible cultural heritage participants, a value map of Canton Embroidery experience level is emerging, and meaningful cultural consumption experience strategies are explored from a methodological perspective, so as to provide a basis for the feasibility of Canton Embroidery cultural consumption experience.