2023年以来，中国“短剧出海”成为中国影视出海、文化出海的最新力量，取得了较为可观的经济效益且在市场范围上形成了一定规模。目前，针对这一现象学界还没有系统的研究。本研究使用混合方法分析了中国短剧出海用户使用影响因素和商业模式，以期能够对于这一特殊传播现象进行系统地讨论，从多方面理解创新性影视产品出海或文化出海的传播逻辑与路径。基于创新扩散理论，S-O-R模型和文化维度理论，结合对短剧出海现状的分析，本研究设计了假设模型，通过问卷调查进行实证研究。基于对401份有效问卷的综合分析，本研究描述性地分析了用户在次平均使用时长、总使用时间、总支出等方面的分布情况。此外，结构方程模型分析表明，相对优越性、技术兼容性、传播渠道、复杂性、短剧内容特点等因素对用户使用行为产生显著正向影响关系。中介效应分析确认了情绪唤醒在短剧内容特点和用户使用行为之间的中介作用，而调节作用分析则表明性别、文化兼容性和文化差异性均正向调节短剧内容特点对情绪唤醒的影响。以上发现说明，短剧产品的形态技术特征和内容特征都对用户的使用行为均具有显著影响，对文化相关因子的分析也为反思产品出海的文化传播逻辑提供了支撑。结合现状分析和实证研究结果，本研究基于商业模式分析框架和颠覆创新理论对短剧出海的商业模式各环节，包括其价值创造、价值主张、价值交付、价值捕获和价值沟通进行了分析，在此基础上讨论了短剧出海在商业模式上的创新性与在行业中进一步成长与颠覆现有平台秩序的可能。分析表明，短剧出海的成功在一定程度上为未来中国文化出海由“借船出海”到“造船出海”的路径探索提供了积极的参考价值。最后，本文对研究结果和目前数字化、平台化背景下的创新路径和视听内容跨文化传播逻辑进行了讨论与反思。

Since 2023, China's micro-series has successfully broken through barriers globally, emerging as a new force in cultural and film and television globalization. Currently, there is a lack of systematic research on this phenomenon in academia. The current micro-series industry have certain innovations in business models and content forms and have achieved some achievements in the current overseas market. The export of micro-series is not only the export of products, but also the export of content, which has both commercial value and cultural value. This study used a mixed method to analyze the development of the industry and the influencing factors of audience usage of overseas short drama apps, to systematically analyze this special dissemination phenomenon. Based on the theory of disruptive innovation and the 360 ° business model, data analysis and case studies show that the trend began at the end of 2022 and exploded at the end of 2023 and is currently still in a hot entry stage. The competition among overseas manufacturers is still fierce, and a basic business model has been initially formed around value creation, value proposition, value capture, value delivery, and value communication. This model has innovated in value creation, value capture, and value delivery. The empirical research on the overseas audience of the overseas micro-series APP for going abroad adopts a questionnaire survey method, based on innovation diffusion theory, S-O-R model, and cultural dimension theory, combined with the analysis of the current situation of micro-series in the article, a hypothesis model is designed, and the data obtained from the questionnaire is used for hypothesis testing. The hypothesis test results indicate that relative advantage, technological compatibility, communication channel, complexity, and content feature have a significant positive impact on user behavior. The mediation effect analysis confirms the mediating role of emotional arousal in the influence of micro-series content characteristics on user usage behavior. In addition, regulatory analysis found that gender, cultural compatibility, and cultural differences have significant moderating effects on the impact of short drama content characteristics on emotional arousal. The research findings in this section contribute to understanding the impact of the content and form characteristics of overseas micro-series on their dissemination effectiveness, as well as the role and value of their cultural core in cross-cultural communication, gaining user attention, usage, and consumption processes. Finally, this article discusses and reflects on the research results, innovative paths under the current digital and platform background, and the cross-cultural communication logic of audio-visual content.