基于共情视角的直播带货中悲情营销现象研究

Research on the Phenomenon of Sadness Marketing in Live Streaming Commerce from the Perspective of Empathy

摘要: 在直播电商高速扩张的背景下，悲情营销迅速演化为以“苦难叙事”换取即时流量的商业模式。本文以共情理论为主线，系统考察该现象的概念、特征与表现形式。通过对共情唤醒的双路径(情感共鸣–认知采择)及其向消费转化的心理链条(道德许可、社会认同压力、损失厌恶、自我呈现动机)的梳理，揭示了情感操控如何扭曲消费者决策。进一步地，本文从内容生产方、平台方、监管方与消费者四个维度，提出以真实性为底线、价值创造为导向的合理边界框架，呼吁用技术治理、法律威慑与公众批判意识共同守护共情的纯粹性，对构建健康可持续的直播电商生态具有现实意义。

Abstract: Against the backdrop of the rapid expansion of livestreaming e-commerce, sadness marketing has swiftly evolved into a business model that trades “suffering narratives” for instant traffic. Guided by empathy theory, this paper systematically examines the concept, characteristics, and manifestations of this phenomenon. By analyzing the dual pathways of empathy arousal (emotional resonance - cognitive perspective-taking) and the psychological chain driving its conversion into consumption (moral licensing, social identity pressure, loss aversion, and self-presentation motivation), it reveals how emotional manipulation distorts consumer decision-making. Furthermore, from the perspectives of content producers, platform operators, regulators, and consumers, this study proposes a boundary framework centered on authenticity as the baseline and value creation as the guiding principle. It calls for technological governance, legal deterrence, and public critical awareness to collectively safeguard the purity of empathy, offering practical implications for fostering a healthy and sustainable livestreaming e-commerce ecosystem.