基于情感消费视角的宠物电商消费机制研究

A Study on the Consumption Mechanism of Pet E-Commerce from the Perspective of Emotional Consumption

摘要: 随着宠物经济的持续扩张与平台经济体系的日益完善，宠物电商逐渐改变了以功能需求为主的传统消费模式，使购买决策更容易与情感体验结合在一起。本文基于情感消费视角，构建了“情绪刺激–情感投射–身份认同–消费转化”的消费机制框架，阐明了宠物电商消费从情绪触发到实际购买行为的形成路径。研究表明，消费者首先通过叙事内容、算法推荐与互动机制实现情绪激活；随后，消费者将自身经验和理想养育范式投射于商品之上，完成情感连接；在平台互动与品牌选择中进一步建构身份认同，最终实现消费转化。本研究为平台经济时代下宠物电商优化产品营销中的情感建构逻辑、创建可持续消费关系提供了理论依据和实践启示。

Abstract: With the continued expansion of the pet economy and the growing sophistication of the platform economy, pet e-commerce has gradually shifted consumption away from a traditional model centered on functional needs, making purchase decisions more readily intertwined with affective experiences. From the perspective of emotional consumption, this paper develops a mechanistic framework “emotional stimulation - affective projection - identity recognition - consumption conversion” to explicate the formation pathway of pet e-commerce consumption from emotional triggering to actual purchase behavior. The findings indicate that consumers are first emotionally activated through narrative content, algorithmic recommendations, and interactive mechanisms; they then project personal experience and idealized caregiving paradigms onto products, thereby establishing affective attachment; identity recognition is further constructed through platform interactions and brand choices, which ultimately facilitates consumption conversion. This study offers a theoretical basis and practical implications for optimizing the affective meaning-construction logic in pet e-commerce product marketing and for fostering sustainable consumer-platform relationships in the platform economy era.