非遗网红短视频对用户非遗传播参与意愿的影响机制研究—

HASS

Humanities Arts and Social Sciences

3066-83013066-831X

Art and Technology

10.61369/HASS.2025070022

Article

非遗网红短视频对用户非遗传播参与意愿的影响机制研究——以传统技艺类非遗为例https://artdesignp.com/journal/HASS/1/7/10.61369/HASS.2025070022李雨青

2025

2025-09-20

短视频为非遗传播开辟了新路径，“非遗网红”的崛起更带来了新机遇。本研究以抖音传统技艺类非遗短视频为对象，通过问卷调查探讨其如何影响用户参与意愿。研究发现，网红的技艺专业性、个人吸引力以及视频的文化真实性与美学质量，均显著正向提升用户的非遗传播参与意愿，且非遗文化认同在这一过程中起到关键的中介作用。研究成果丰富了非遗数字化传播与网红营销的交叉研究，并为优质非遗短视频创作提供了实践参考。非遗短视频,网红传播,非遗文化认同,用户参与意愿

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