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

LUO Nuan; CAO Qian; NI Yuan

doi:10.19554/j.cnki.1001-3563.2025.22.008

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Packaging Engineering ›› 2025, Vol. 46 ›› Issue (22) : 80-89. DOI: 10.19554/j.cnki.1001-3563.2025.22.008

Industrial Design

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

LUO Nuan, CAO Qian, NI Yuan^*

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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.

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short videos / intangible cultural heritage (ICH) / psychological arousal / sense of identification / social presence / immersive experience

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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

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