数字在场与艺术消费的场景再造——基于艺术电商的体验机制研究

Digital Presence and the Scenographic Reconstruction of Art Consumption—A Study of the Experiential Mechanisms of Art E-Commerce

摘要: 数字平台深度介入文化消费之后，艺术电商逐渐由单纯的在线交易渠道演变为审美体验生成、消费认同建构与文化价值再生产的重要场域。由于艺术品交易高度依赖原作观看、情境感知、价值信任与审美匹配，艺术电商长期面临体验不足、信任脆弱与供需错配等结构性困境。本文引入数字在场这一概念，将其界定为消费者借助直播展示、虚拟导览、互动社群与技术溯源等数字装置，在非实体接触条件下形成的准在场审美经验。文章采用文献分析与理论归纳相结合的方法，从空间、感知与关系三个维度考察艺术电商的场景再造机制。研究认为，艺术电商并非以数字技术替代线下观看，而是在媒介呈现、叙事转译、互动参与与制度背书的协同作用下，重建艺术消费所需的体验基础与信任机制，推动艺术消费由物的交易转向体验的连接。数字在场的提出，有助于揭示数字媒介条件下艺术消费由展厅逻辑向场景逻辑、由专家逻辑向参与逻辑的结构性转变。

Abstract: As digital platforms have become deeply embedded in cultural consumption, art e-commerce has gradually evolved from a mere online transaction channel into a significant arena for generating aesthetic experience, constructing consumer identity, and reproducing cultural value. Because art transactions depend heavily on viewing the original work, perceiving context, trusting valuations, and achieving aesthetic fit, art e-commerce has long confronted the structural dilemmas of experiential deficiency, fragile trust, and supply-demand mismatch. This paper introduces the concept of digital presence, defining it as the quasi-present aesthetic experience that consumers form under conditions of non-physical contact through such digital apparatuses as live-streamed displays, virtual tours, interactive communities, and technological provenance tracing. Combining literature analysis with theoretical synthesis, the paper examines the scenographic reconstruction mechanisms of art e-commerce along three dimensions: space, perception, and relationship. The study argues that art e-commerce does not substitute digital technology for in-person viewing; rather, through the coordinated interplay of media presentation, narrative transcoding, interactive participation, and institutional endorsement, it rebuilds the experiential foundation and trust mechanisms required for art consumption, thereby shifting art consumption from the transaction of objects toward the connection of experiences. The notion of digital presence helps illuminate a structural transformation of art consumption under digital media conditions—from a gallery logic to a scene logic, and from an expert logic to a participatory logic.