情感劳动的商品化及其治理研究：以电商平台“虚拟恋人”服务为例

The Commodification of Emotional Labor and Its Governance: A Case Study of “Virtual Lover” Services on E-Commerce Platforms

摘要: 随着数字经济的深入发展，情感正悄然成为一种新型商品在电商平台中流通，本文以“虚拟恋人”等情感消费现象为研究对象，从当代社会的情感需求、零工经济的供给特征和数字技术的支撑作用切入，系统解析情感商品化的形成机制，进而揭示其背后隐藏的多重风险，并尝试从平台精细治理、行业自律规范和政策法规协同三个层面，构建一套系统化的治理方案，在尊重市场规律的基础上，通过建立有效的治理框架引导其走向规范与健康发展的轨道。

Abstract: With the deepening development of the digital economy, emotions are quietly becoming a new type of commodity circulating on e-commerce platforms. This paper takes emotional consumption phenomena, such as “virtual lover”, as the research subject. Starting from the emotional needs of contemporary society, the supply characteristics of the gig economy, and the supporting role of digital technology, it systematically analyzes the formation mechanism of emotional commodification. Furthermore, it reveals the multiple risks hidden behind this trend and attempts to propose a systematic governance framework from three aspects: refined platform management, industry self-regulation, and coordination of policies and regulations. Based on respecting market laws, the aim is to guide this trend toward standardized and healthy development through the establishment of an effective governance structure.