Research on the Audience in the Integration and Communication of Gamification of Traditional Chinese Culture and E-Commerce

本研究聚焦于数字时代背景下，中华传统文化在游戏化与电子商务融合传播模式下的受众行为及认知。采用扎根理论，以18~30岁青年群体为研究对象，深入分析相关数据，构建了受众行为路径分析模型。研究发现，该融合传播模式促使青年群体文化意识觉醒，改变了传统观念，拓展了学习路径，但也存在资本逐利带来的负面问题。本研究为推动中华优秀传统文化在游戏化与电子商务领域的有效传播提供了理论依据和实践建议。This research focuses on the audience behavior and cognition of the excellent traditional Chinese culture in the context of the digital era under the integration of gamification and ecommerce. Adopting grounded theory, the research object is the youth group of 18~30 years old, deeply analyzing the relevant data, and establishing an audience behavior analysis model. The results of the study show that the integration of the dissemination mode promotes the awakening of the cultural consciousness of the youth group, changes the traditional concept, and the learning path, but there are also some negative problems brought by the profit-seeking of capital. This research provides theoretical basis and practical suggestions for promoting the effective dissemination of traditional Chinese culture in the fields of gamification and e-commerce.