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| Title: | 台灣文創產品在小紅書的跨文化傳播效果分析
Analysis of the Cross-Cultural Communication Effectiveness of Taiwanese Cultural and Creative Products on Rednote |
| Authors: | 江沐霏 |
| Contributors: | 黃葳威
江沐霏 |
| Keywords: | 文化創意產業及產品
社群媒體傳播
跨文化傳播
跨文化認知
產品認知與偏好
文化價值觀
Cultural and creative industries&products
Social media communication
Cross-cultural communication
Cross-cultural cognition
Product cognition and preference
Cultural values |
| Date: | 2025 |
| Issue Date: | 2025-09-01 14:26:35 (UTC+8) |
| Abstract: | 近年來，小紅書憑藉強大的社群互動與視覺內容分享機制，成為台灣文創產品進入大陸市場的重要窗口。本研究旨在探討台灣文創產品於小紅書平台的跨文化傳播效果，聚焦於跨文化認知、產品認知與偏好以及文化價值觀三大構面對消費者購買意願的影響。研究背景指出，台灣與大陸在歷史、社會制度與價值觀上存在差異，這使得台灣文創產品在大陸市場傳播時，需兼顧文化本真性與在地適配性。小紅書作為高互動性、視覺導向與社群參與機制強的平台，為台灣文創產品提供了重要的跨文化傳播場域。
本研究以321位小紅書用戶為樣本，採用李克特量表設計問卷，並透過SPSS進行信效度檢驗、相關分析與迴歸分析，驗證三大構面與購買意願的關聯性。研究結果顯示：（1）跨文化認知顯著正向影響購買意願，其中文化差異感知與文化符號辨識度尤為關鍵；（2）產品認知與偏好對購買意願有顯著正向影響，特別是設計美學與文化故事的結合；（3）文化價值觀與購買意願呈顯著正相關，文化價值適配性可增強情感共鳴與品牌認同。
本研究的理論貢獻在於將符號學、社會認同理論與跨文化適應理論整合，構建「符號傳播—認知形成—行為轉化」分析框架，彌補了以往質性研究偏多、缺乏量化驗證的不足。實務上，研究建議台灣文創品牌在小紅書的行銷策略中應：（1）強化文化差異感知，提升用戶文化認同；（2）融合設計美學與文化敘事，激發購買意願；（3）深化文化價值傳遞，優化內容生態以提升轉化效果。此研究成果可作為台灣文創品牌布局大陸社群媒體市場與跨文化行銷的有效參考。
In recent years, Rednote has emerged as a key platform for Taiwanese cultural and creative products to enter the mainland Chinese market, thanks to its robust social interaction and visual content-sharing mechanisms. This study aims to explore the cross-cultural communication effects of Taiwanese cultural and creative products on the Rednote platform, focusing on three key dimensions: cross-cultural cognition, product cognition and preference, and cultural values, and their influence on consumer purchasing intentions. The research background highlights that Taiwan and mainland China differ in terms of history, social systems, and values, which necessitates balancing cultural authenticity and local adaptability when disseminating Taiwanese cultural and creative products in the mainland market. Rednote, as a platform characterized by high interactivity, visual orientation, and strong community participation mechanisms, provides an important cross-cultural dissemination arena for Taiwanese cultural and creative products.
This study used a sample of 321 Rednote users, designed a questionnaire using the Likert scale, and conducted reliability and validity tests, correlation analysis, and regression analysis using SPSS to verify the association between the three dimensions and purchasing intent. The results show: (1) Cross-cultural cognition significantly positively influences purchase intent, with cultural difference perception and cultural symbol recognition being particularly critical; (2) Product cognition and preference significantly positively influence purchase intent, especially the integration of design aesthetics and cultural storytelling; (3) Cultural values and purchase intent exhibit a significant positive correlation, with cultural value adaptability enhancing emotional resonance and brand identity.
The theoretical contribution of this study lies in integrating semiotics, social identity theory, and cross-cultural adaptation theory to construct a “symbolic communication—cognitive formation—behavioral transformation” analytical framework, addressing the previous lack of quantitative validation in qualitative research. Practically, the study recommends that Taiwanese cultural and creative brands should adopt the following strategies in their marketing on Rednote: (1) strengthen awareness of cultural differences to enhance users' cultural identity; (2) integrate design aesthetics with cultural narratives to stimulate purchasing intent; (3) deepen the transmission of cultural values and optimize content ecosystems to enhance conversion effectiveness. The findings of this study can serve as an effective reference for Taiwanese cultural and creative brands in expanding into the mainland Chinese social media market and conducting cross-cultural marketing. |
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| Description: | 碩士
國立政治大學
傳播學院傳播碩士學位學程
110464070 |
| Source URI: | http://thesis.lib.nccu.edu.tw/record/#G0110464070 |
| Data Type: | thesis |
| Appears in Collections: | [傳播學院傳播碩士學位學程] 學位論文
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