交互叙事在文创电商详情页中的机制构建与设计应用

The Mechanism Construction and Design Application of Interactive Narrative in the Detailed Page of Wenchuang E-Commerce

摘要: 本研究围绕文创电商详情页设计里的用户体验提升问题，探讨了交互叙事理论在文创商品展示中的应用价值和实现路径。分析了当前文创电商详情页存在的叙事同质化、体验扁平化的等问题。在这个基础上，研究构建了包含情境建构、进程驱动和意义生成三大核心机制的理论框架，详细说明了各机制的内在逻辑和实施要点。这为文创电商详情页设计提供了创新的理论指导。

Abstract: This study focuses on the improvement of user experience in the design of Wenchuang E-commerce detail page, and discusses the application value and realization path of interactive narrative theory in Wenchuang E-commerce commodity display. This paper analyzes the problems of narrative homogenization and experience flattening existing in the details page of Wenchuang E-commerce. On this basis, a theoretical framework including three core mechanisms of situation construction, process driving and meaning generation is constructed, and the internal logic and implementation points of each mechanism are explained in detail. This provides innovative theoretical guidance for the design of Wenchuang E-commerce detail page.