观看、认同与购买：电商短视频文创产品的叙事策略

Viewing, Identifying and Purchasing: Narrative Strategies of Cultural and Creative Products in E-Commerce Short Videos

摘要: 在“十四五”数字经济战略与短视频电商叠加的背景下，文化创意产业亟需高效破圈路径。本文以网络民族志为方法，通过对各大平台的电商短视频进行观察与文本分析，构建出“观看–认同–购买”三阶叙事模型，系统阐释美学化、节奏化、悬念化、故事化、情感化、人格化、稀缺性、实用性及归属性九种叙事策略的耦合机制，阐明电商短视频如何通过符号建构与情感动员，推动消费者完成从注意力被抓取到认同价值最后到购买转化的闭环。本研究为文创电商提供了可复制的短视频内容范式，并提出警惕叙事异化导致的情感泡沫与文化浅薄化风险，呼吁根植于叙事文创产品的真实价值，以实现可持续的文化消费。

Abstract: Against the backdrop of the “14th Five-Year Plan” digital economy strategy and the convergence of short-video e-commerce, the cultural and creative industry urgently needs an efficient path to break through its boundaries. This paper, using the method of online ethnography, observes and conducts textual analysis on e-commerce short videos from various platforms, and constructs a three-stage narrative model of “watching-identifying-purchasing”. It systematically explains the coupling mechanism of nine narrative strategies, namely aestheticization, rhythmization, suspense, story-telling, emotionalization, personification, scarcity, practicality, and attribution. It clarifies how e-commerce short videos, through symbolic construction and emotional mobilization, drive consumers to complete the closed loop from attention capture to value identification and finally to purchase. This research provides a replicable content model for cultural and creative e-commerce and warns of the risks of emotional bubbles and cultural shallowness caused by narrative alienation. It calls for rooting in the true value of narrative cultural and creative products to achieve sustainable cultural consumption.