This paper collects and organizes domestic and international literature, and based on theoretical research related to the situational cognition perspective, analyzes the dissemination patterns of intangible cultural heritage (ICH) short videos. Using structural equation modeling, it explores the influence of factors such as the credibility of disseminators, content stimulation, information sources, viewing contexts, cognitive effects, emotional effects, and intention effects on the dissemination effectiveness of ICH culture, thereby proposing corresponding ICH cultural dissemination strategies. The results show that the credibility of the disseminator, content stimulation, viewing context, and information source positively influence emotional effects and intention effects, with emotional effects mediating the influence on intention effects. Cognitive effects also indirectly influence intention effects. Two optimization strategies for the dissemination of intangible cultural heritage are proposed: enhancing the credibility of the disseminator and expanding the uniqueness of short video content.
