数字传播下非遗电商消费特征与决策启示——以贵州苗绣网络评论为例

Consumption Characteristics and Decision-Making Enlightenment of Intangible Cultural Heritage E-Commerce in the Digital Communication Era—A Case Study of Online Comments on Guizhou Miao Embroidery

摘要: 在数字传播飞速发展与文旅深度融合的背景下，非遗手工艺正加速转向电商化、大众化赛道。本文以贵州苗绣为例，挖掘多平台网络评论数据，运用LDA主题模型与SO-PMI情感分析，探究其电商消费特征及决策逻辑。研究归纳出文化体验、设计创新、实用与痛点三大消费主题，情感分析结果显示，正面评价主要集中在工艺精湛与文化价值上，负面评价多指向创新不足、质量参差、价格偏高和实用性不强。实际上，苗绣的消费决策受文化认同、实用性、做工水平、服务品质等因素共同影响。据此，本文提出产品创新、分级定价、内容优化与文旅电商融合等策略，以期实现苗绣电商消费转化率提升，并为非遗电商高质量发展、数字化传承与市场化运营提供实证参考与决策建议。

Abstract: Driven by digital communication and cultural-tourism integration, intangible cultural heritage handicrafts have rapidly embarked on e-commerce and popularization. Taking Guizhou Miao Embroidery as an example, this paper explores the consumption characteristics and decision-making logic of Miao Embroidery e-commerce based on online comment data from multiple platforms, adopting the LDA topic model and SO-PMI sentiment analysis. The study summarizes three major consumption themes: cultural experience, design innovation, as well as practicality and consumption pain points. It is found that positive evaluations mainly focus on handmade craftsmanship and cultural value, while negative evaluations concentrate on insufficient innovation, unstable workmanship, high pricing and poor practicality. Consumer decision-making is jointly affected by cultural identity, practical attributes, workmanship and service experience. On this basis, this paper proposes strategies including product innovation, tiered pricing, content optimization and cultural-tourism e-commerce integration to effectively boost consumption conversion. It provides empirical reference and decision suggestions for the high-quality development of intangible cultural heritage e-commerce, as well as the digital inheritance and market-oriented operation of Guizhou Miao Embroidery.