心理唤起视角下非遗短视频用户沉浸体验研究

罗暖; 操乾; 倪渊

doi:10.19554/j.cnki.1001-3563.2025.22.008

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包装工程（设计栏目） ›› 2025, Vol. 46 ›› Issue (22) : 80-89. DOI: 10.19554/j.cnki.1001-3563.2025.22.008

工业设计

心理唤起视角下非遗短视频用户沉浸体验研究

罗暖, 操乾, 倪渊^*

作者信息 +

Users' Immersive Experience in Intangible Cultural Heritage Short Videos from the Perspective of Psychological Arousal

LUO Nuan, CAO Qian, NI Yuan^*

Author information +

文章历史 +

摘要

目的探讨非物质文化遗产（简称“非遗”）短视频的特征及其提升用户对非遗产认知与体验的作用机制。方法利用文本分析挖掘非遗短视频特征,借助Kano模型对特征集进行筛选,得到特征分类,最后基于心理唤起理论,构建短视频特征对用户沉浸体验影响的结构方程模型。结果研究结果揭示了非遗短视频的期望特征（画面质量和内容创意）、魅力特征（文化传播和记忆唤起）和必备特征（人格魅力和专业技能）,并证实非遗短视频特征对用户沉浸体验具有重要影响;此外,用户认同感和社会临场感在非遗短视频特征和用户沉浸体验之间起中介作用。结论明确了影响非遗短视频用户沉浸体验的关键要素和机制,为优化非遗短视频的内容设计和传播策略提供了理论依据,推动非遗的传承与保护。

Abstract

The work aims to explore the characteristics of intangible cultural heritage (ICH) short videos and the mechanisms through which these features enhance users' recognition and experience of ICH. Text analysis was employed to extract the features of ICH short videos. Kano model was used to filter the feature set and classify these features. Finally, a structural equation model was constructed based on the psychological arousal theory, to analyze the impact of short video features on users' immersive experiences. The findings revealed three categories of ICH short video features, including expected features (video quality and content creativity), attractive features (cultural communication and memory recall), and basic features (personal charisma and professional skills) and confirmed that these features significantly influenced users' immersive experiences. Additionally, users' identification and social presence played mediating roles between video features and immersive experiences. The key factors and mechanisms influencing users' immersive experiences in ICH short videos are defined, providing a theoretical basis for optimizing the content design and dissemination strategies of such videos, thereby promoting the preservation and transmission of ICH.

导出引用1

罗暖, 操乾, 倪渊. 心理唤起视角下非遗短视频用户沉浸体验研究[J]. 包装工程. 2025, 46(22): 80-89 https://doi.org/10.19554/j.cnki.1001-3563.2025.22.008

LUO Nuan, CAO Qian, NI Yuan. Users' Immersive Experience in Intangible Cultural Heritage Short Videos from the Perspective of Psychological Arousal[J]. Packaging Engineering. 2025, 46(22): 80-89 https://doi.org/10.19554/j.cnki.1001-3563.2025.22.008

中图分类号： TB472

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