针对传统民居楹联匾额在数字化展示中存在的语义理解障碍与体验浅层化问题,探究文化感知向传播行为转化的深层驱动机制,并提出基于数据推导的数字化服务原型构想。以关中民居唐家大院为案例,运用认知图式理论解析游客心理认知,构建包含文字内容、书法艺术、家训思想、历史价值及装饰审美5个维度的文化感知评价模型。采用分层配额抽样法进行问卷调查,并利用结构方程模型（SEM）进行路径分析。研究验证了“感知-沉浸式体验-传播”的数据驱动逻辑,发现“家训思想”与“装饰审美”是触发沉浸式体验的核心动力。从用户体验设计方法论出发,推导了唐家大院数字化展示APP服务系统原型构想,重构了以“家训思想”为核心的数字叙事逻辑,为文化遗产的数字化保护与交互系统设计提供了理论推导与策略参考。

In response to the semantic understanding obstacles and the superficial experience in the digital display of traditional residential couplets and plaques, this study explores the deep driving mechanism of the transformation from cultural perception to communication behaviors, and proposes a digital service prototype concept based on data inference. With the Tang Family Courtyard in Guanzhong as a case, the cognitive schema theory is applied to analyze the psychological cognition of tourists, and construct a cultural perception evaluation model including five dimensions of text content, calligraphy art, family precepts ideology, historical value and decorative aesthetics. The stratified quota sampling method is used for questionnaire surveys, and the structural equation model (SEM) is utilized for path analysis. The research verifies the data-driven logic of "perception - immersive experience - communication", and finds that "family precepts ideology" and "decorative aesthetics" are the core driving forces for triggering immersive experience. In conclusion, starting from the user experience design methodology, this study deduces the prototype concept of the Tang Family Courtyard digital display APP service system, reconstructs the digital narrative logic centered on "family precepts ideology", and provides theoretical derivation and strategic reference for the digital protection and interactive system design of cultural heritage.