目的 以《英雄联盟》“山海绘卷”新文创IP角色为个案研究，探讨数字原生代对于以传统文化为背景，具有现代审美旨趣的新文创IP角色的情感感知影响因素，以及年轻群体的审美意趣、文化认同与价值趋向特征。方法 运用Python软件收集在线评论数据，采用Nvivo2.0分析工具进行3级编码，以扎根理论的叙述逻辑，构建用户情感感知模型。结果 归纳出审美造型、沉浸体验、文化特征3个类属是影响数字原生代对于传统文化情感感知认同的核心因素。结论 通过把握数字原生代的审美特征，强调数字赋能下的沉浸式体验感受，实现以文化认同下的情感共鸣，对于加强数字新文创IP角色设计情感体验具有深刻意义。

The work aims to discuss the factors that affect the emotional perception of digital natives for the new cultural and creative IP role with traditional culture as the background and modern aesthetic interests, as well as the aesthetic interest, cultural identity and value trend characteristics of young groups through a case study on new cultural and creative IP roles of "Mountain and Sea Painting Volume" in "League of Heroes". Python software was used to collect online review data, and Nvivo2.0 analysis tool was used to conduct three-level coding to construct a user emotional perception model with the grounded theory's narrative logic. Three categories of aesthetic modeling, immersive experience, and cultural characteristics were concluded as the core factors that affected digital natives' perception of traditional cultural emotions. The research believes that by grasping the aesthetic characteristics of digital natives, emphasizing the immersive experience under the digital empowerment, and realizing the emotional resonance under the cultural identity, it is of profound significance to strengthen the emotional experience of digital new cultural and creative IP role design.