线下引发线上：非遗微博传播效果的影响因素及实证分析

通过德尔菲专家调查法和基于指数标度层次分析法，本文构建了非遗微博评价的指标体系，并运用算术平均法计算判断矩阵及各项指标的相对权重，对最终筛选出的34个非遗微博进行测评，结果表明：非遗微博的线上行为源于线下的非遗活动，具有典型的线下引导线上行为特征；非遗微博的传播主要是一种参与非遗活动的小众化的集体传播。据此，提升非遗微博传播效果应拓展非遗微博的传播渠道，推进非遗网络传播的媒介融合、技术融合、数据融合，实现其跨阶层、跨地域、跨系统、跨部门的协同管理与服务。
By the Delphi method, this study calculated the frequency of full score and used the analysis method based on the AHP of Index Number Scale, establishing the evaluation criteria for the intangible cultural heritage micro-blogs. then it, using Arithmetic Average, calculated the Matrix and analyzed the relevant weights of all the indexes and screened out of 34 intangible cultural heritage micro-blogs to assess, showed online behaviors of the intangible cultural heritage micro-blogs originated from the offline activities, showing the characteristics of the online behaviors which were typically triggered by the offline ones; the spread of intangible cultural heritage micro-blogs was only limited among small groups who participated in the activities related to intangible heritages. Accordingly, the ways to disseminate intangible cultural heritage micro-blogs should be expanded through their intermediate, technological and data integration. That is how the synergetic management and service can be achieved in cross-class, cross-regional, cross-system and cross-sector ways.