【摘要】 数字平台成为青年参与传统节日的全新拟像空间，是传承中华优秀传统文化要地。本研究运用仪式理论和沉浸理论提取数字平台节日仪式感、数字平台感知娱乐价值、数字平台感知内容价值三个影响维度，建构青年参与传统节日数字行为的理论模型。在问卷与统计分析后发现：数字平台节日仪式感是青年参与传统节日的直接吸引力；数字平台感知内容价值和感知娱乐价值是间接影响因素，主要通过节日文化观念和沉浸感的中介作用强化青年群体的参与行为。数字拟像中，有关传统节日观念的内容，以及传统节日沉浸感正向影响青年感知节日文化，中华文物借助数字传播走进青年群体；数字拟像的娱乐内容正向影响青年参与数字节日，进而促使青年产生对中华优秀文化的认同。更多还原

【Abstract】 The digital platform has become a new virtual space for young people to participate in traditional festivals, and is an important place for inheriting excellent traditional Chinese culture. This paper, by using the ritual theory and the immersion theory, extracts three dimensions on digital platform: the sense of festival ceremony, the perceived entertainment value, and the perceived content value, and constructs a theoretical model of young people’s participation in traditional festival digital behavior. The questionnaire and statistical analysis indicate that the sense of festival ceremony on digital platform is a direct influencing factor for young people to participate in traditional festivals. The perceived content value and perceived entertainment value of the digital platform are indirect influencing factors, which mainly strengthen the participation behavior of young people through the mediating effect of festival cultural concept and immersion. In digital imagery, the content related to traditional festival concepts and the immersion in traditional festivals have a positive impact on young people’s perception of festival culture. Chinese cultural relics have entered the youth community through digital dissemination. The entertainment content of digital imagery positively affects young people’s participation in digital festivals, thereby promoting their approvement of excellent Chinese culture.更多还原