非遗蜀绣饰品跨境电商评论的艺术价值认知偏差研究

Research on the Cognitive Bias of Art Value in Cross-Border Reviews of Intangible Cultural Heritage Sichuan Embroidery Accessories

摘要: 在文化出海与数字贸易融合发展的背景下，非遗蜀绣饰品借助跨境电商平台进入海外消费场景。跨境电商在线评论集中呈现了海外消费者对产品质量、使用体验、审美感受与文化信息的即时反馈，是观察蜀绣艺术价值海外认知的重要文本材料。本文以跨境电商平台公开用户评论为研究对象，围绕评论中出现的认知偏差现象，分析海外消费者对非遗蜀绣饰品艺术价值产生认知偏差的表现及成因。研究认为，认知偏差主要来源于跨文化语境差异、平台信息呈现不足、评论信息质量有限以及消费者既有经验差异。基于此，文章提出规范评论语料采集与编码、优化跨文化阐释、完善平台评论治理、强化面向消费者的艺术价值引导等路径，以期为非遗蜀绣饰品的跨境传播与电商运营提供参考。

Abstract: Against the background of cultural export and digital trade, intangible cultural heritage Sichuan embroidery ornaments have entered overseas consumption scenarios through cross-border e-commerce platforms. Online reviews on cross-border e-commerce platforms aggregate real-time feedback from overseas consumers on product quality, usage experience, aesthetic perceptions and cultural information, serving as important textual materials for observing overseas cognition of the artistic value of Sichuan embroidery. Taking publicly available user reviews from cross-border e-commerce platforms as the research object, this paper centers on cognitive bias reflected in the reviews and analyzes the manifestations and contributing factors of overseas consumers’ cognitive bias toward the artistic value of intangible cultural heritage Sichuan embroidery ornaments. The findings indicate that cognitive bias is mainly caused by cross-cultural contextual differences, insufficient platform information, limited review quality and heterogeneous consumer experience. Accordingly, this paper proposes optimization paths including standardized corpus collection and coding, improved cross-cultural interpretation, platform review governance and consumer-oriented cultural guidance.