多模态交互增强非物质文化遗产的认知参与度——基于脑电与行为数据的管理工程实证研究

Multimodal Interaction Enhances Cognitive Engagement in Intangible Cultural Heritage—An Empirical Study of Management Engineering Based on EEG and Behavioral Data

摘要: 在全球化营销与跨文化管理的实践中，如何科学评估并优化广告策略是企业面临的关键问题。本研究基于神经管理学的范式，采用高时间分辨率的脑电图技术，旨在探究文化匹配影响广告信息加工的内在认知神经机制。研究识别了文化匹配的三个维度：渠道契合、语境融入与意义共鸣，并从文化本质性、审美结构性与功能品质性剖析其底层结构。在此基础上，研究探讨数字赋能如何通过呈现赋能、交互赋能与连接赋能促进匹配实现，并动态调节异化价值与归化价值之间的平衡。最终，研究揭示了从“匹配–赋能”到“行为–扩散”的内在逻辑：认知适配与数字赋能共同激发传播行为，强化文化品牌资产，形成从短期触达、深度互动到长期认同的持续扩散路径。本研究结论不仅从神经科学层面深化了对文化适应性理论的理解，也为企业实施数据驱动的、精准化的跨文化广告策略与效果评估提供了客观的神经指标参考，对推动神经营销学在管理工程领域的实际应用具有重要启示。

Abstract: In the context of digital cultural dissemination, bridging the structural gap between cultural supply and audience cognition is crucial for enhancing the effectiveness of intangible cultural heritage (ICH) transmission. Drawing on the theory of “cultural matching,” this study proposes an analytical framework driven by both “cognitive fit” and “digital empowerment” to systematically deconstruct the mechanisms of digital ICH communication. It identifies three dimensions of cultural matching: channel alignment, contextual immersion, and meaning resonance, analyzing their underlying structure through cultural essence, aesthetic form, and functional quality. Furthermore, the research examines how digital empowerment—comprising presentational, interactive, and connective dimensions—facilitates this matching process while dynamically balancing alienating and domesticating values. Ultimately, the study reveals the internal logic from “matching–empowerment” to “behavior–diffusion”: cognitive fit and digital empowerment jointly stimulate communicative engagement, strengthen cultural brand equity, and form a sustainable diffusion pathway evolving from short-term reach and deep interaction to long-term identification. This research provides a theoretical model and practical guidance with both explanatory power and operability for the precise communication, vibrant transmission, and value enhancement of ICH within the digital ecosystem.