“情绪经济”视角下电商平台的价值重塑与潜在隐患治理对策研究

Research on the Value Reconstruction and Potential Risk Management Strategies of E-Commerce Platforms from the Perspective of “Emotional Economy”

摘要: 在我国消费市场从“功能消费”向“情绪消费”深度转型的背景下，情绪经济成为电商行业发展新引擎。本文基于体验经济理论、价值共创理论与情绪资本理论，聚焦电商平台价值重塑，探讨其在情绪经济下的战略转型路径、潜在隐患及治理对策。研究表明电商平台需从价值主张、创造、传递、获取四维度重塑，通过分析小红书“兴趣共鸣”社区生态、抖音电商“内容共鸣”沉浸体验，验证了情感共鸣场的实践效果。同时，平台面临情感剥削、算法茧房、情感疲劳与信任崩塌等隐患。对此，本文提出平台推行可靠情绪价值经营、行业建立情绪消费标准体系、消费者提升情绪消费素养、监管部门完善治理框架的多主体协同对策，为电商平台在情绪经济下实现可持续发展提供理论参考与实践启示。

Abstract: Against the background of the deep transformation of our consumption market from “functional consumption” to “emotional consumption”, the emotional economy has become a new engine for the development of the e-commerce industry. This paper focuses on the value reconstruction of e-commerce platforms based on the theories of experience economy, value co-creation, and emotional capital, discussing the strategic transformation paths, potential risks, and governance strategies under the emotional economy. The research indicates that e-commerce platforms need to rebuild from four dimensions: value proposition, creation, delivery, and acquisition. By analyzing the ecosystem of Xiaohongshu’s “interest resonance” community and the immersive experience of Douyin e-commerce’s “content resonance”, the practical effects of the emotional resonance space are validated. At the same time, the platform faces risks such as emotional exploitation, algorithmic echo chambers, emotional fatigue, and trust collapse. In response, this paper proposes multi-entity collaborative strategies for the platform to implement reliable emotional value management, for the industry to establish an emotional consumption standard system, for consumers to enhance their emotional consumption literacy, and for regulatory authorities to improve the governance framework, providing theoretical reference and practical insights for the sustainable development of e-commerce platforms under the emotional economy.