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<p>The culture of the Maritime Silk Road is currently mainly disseminated through traditional channels such as museums and cultural centers. The existing dissemination models lack innovation and interactivity, making it difficult to fully meet the needs of cultural inheritance and brand promotion. This paper proposes a collaborative application scheme of the Internet of Things (IoT) and brand communication in art and design to achieve innovation in cultural dissemination and enhance brand value. Using the Technology Acceptance Model (TAM), the AIDA (Attention-Interest-Desire-Action) model, the immersive experience model, and the social identity model as its core framework, the TAM guides user acceptance and participation from the dimensions of perceived usability (PEOU) and perceived usefulness (PU), combining this with concise and intuitive IoT interactive design and intelligent elements such as personalized content and real-time feedback to optimize user experience. The AIDA model utilizes IoT devices to capture user behavior and reactions in real time, stimulating user attention, interest, purchase desire, and actual action through dynamic displays. Based on the immersive experience model, real-time perception of user behavior, location, and emotional data strengthens brand story delivery and user engagement. Experimental data shows that the fifth-ranked user in the technology acceptance model achieved a PEOU score of 9 and a PU score of approximately 8.33, reflecting a positive user experience. The AIDA model application achieved 40% attention, 60% interest, 62.5% desire, and a 50% purchase conversion rate. This research confirms that the collaborative model between the IoT and art design and brand communication can break through traditional communication boundaries, improve the efficiency of cultural dissemination and brand loyalty, and provide direction for further deepening the application of IoT in interactive and immersive experiences and optimizing the construction of cultural maps in cross-cultural contexts.</p>

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Cultural map construction under the background of the maritime silk road: synergy between the internet of things and brand communication in art design

  • 期刊论文

  • 出版模式：

    开放获取

  • 发表日期：

    2026年1月10日

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  • Qi Zhang,
  • Zi Zhi

摘要

The culture of the Maritime Silk Road is currently mainly disseminated through traditional channels such as museums and cultural centers. The existing dissemination models lack innovation and interactivity, making it difficult to fully meet the needs of cultural inheritance and brand promotion. This paper proposes a collaborative application scheme of the Internet of Things (IoT) and brand communication in art and design to achieve innovation in cultural dissemination and enhance brand value. Using the Technology Acceptance Model (TAM), the AIDA (Attention-Interest-Desire-Action) model, the immersive experience model, and the social identity model as its core framework, the TAM guides user acceptance and participation from the dimensions of perceived usability (PEOU) and perceived usefulness (PU), combining this with concise and intuitive IoT interactive design and intelligent elements such as personalized content and real-time feedback to optimize user experience. The AIDA model utilizes IoT devices to capture user behavior and reactions in real time, stimulating user attention, interest, purchase desire, and actual action through dynamic displays. Based on the immersive experience model, real-time perception of user behavior, location, and emotional data strengthens brand story delivery and user engagement. Experimental data shows that the fifth-ranked user in the technology acceptance model achieved a PEOU score of 9 and a PU score of approximately 8.33, reflecting a positive user experience. The AIDA model application achieved 40% attention, 60% interest, 62.5% desire, and a 50% purchase conversion rate. This research confirms that the collaborative model between the IoT and art design and brand communication can break through traditional communication boundaries, improve the efficiency of cultural dissemination and brand loyalty, and provide direction for further deepening the application of IoT in interactive and immersive experiences and optimizing the construction of cultural maps in cross-cultural contexts.