抖音电商语境下非物质文化遗产的传播路径与消费行为研究

A Study on the Communication Mechanism and Consumer Behavior of Intangible Cultural Heritage in the Context of Douyin E-Commerce

摘要: 在短视频与直播电商快速发展的媒介环境下，非物质文化遗产(以下简称“非遗”)的传播方式与消费形态正呈现数字化转向。本文以抖音电商平台为研究对象，从传播路径与消费行为双重维度出发，系统探讨非遗在短视频语境下的传播机制与消费特征。研究从内容供给、平台推送与电商转化三个环节分析非遗产品的传播机制，指出抖音通过算法推荐、官方活动与内容电商闭环，显著提升了非遗的可见度与市场转化率。与此同时，非遗消费者的行为表现出由兴趣触发、情感认同到购买决策的渐进特征，体现出文化认同与消费动机的交织互动。但研究也指出，当前非遗传播仍存在算法偏向、文化内涵弱化与市场可持续性不足等问题。基于此，本文提出从技术赋能、政企协同、内容优化与媒介素养教育等方面改进传播生态，以促进非遗在数字时代的活态传承与创新发展。本研究有助于深化对短视频电商语境下文化传播模式与受众消费行为的理解。

Abstract: In the rapidly evolving landscape of short video and live-streaming e-commerce, the communication and consumption patterns of Intangible Cultural Heritage (ICH) are undergoing a distinct digital transformation. Taking Douyin e-commerce as the focal case, this study investigates the communication mechanisms and consumer behaviors of ICH from the dual perspectives of communication pathways and behavioral dynamics. By analyzing the stages of content production, platform distribution, and e-commerce conversion, the study reveals that Douyin significantly enhances the visibility and market conversion of ICH through algorithmic recommendation, official campaigns, and a closed-loop content-commerce system. Meanwhile, consumers display a progressive behavioral pattern—from interest stimulation and emotional identification to purchasing decisions—reflecting the intertwined relationship between cultural identity and consumption motivation. However, the research also identifies challenges such as algorithmic bias, the dilution of cultural depth, and limited market sustainability. Accordingly, this paper proposes optimizing the communication ecosystem through technological empowerment, government–enterprise collaboration, content enhancement, and media literacy education, aiming to foster the living transmission and innovative development of ICH in the digital era. The findings contribute to a deeper understanding of cultural communication models and audience behavior within the context of short video e-commerce.