情绪驱动的运动场景电商平台理论模型构建研究

Research on the Construction of a Theoretical Model for an Emotion-Driven E-Commerce Platform in Exercise Scenarios

摘要: 随着“健康中国2030”战略及“体重管理年”计划的深入进行，国民对于健康生活方式的需求日益迫切。在情感需求日益强烈的背景下，国民的消费驱动力正从功能价值转向基础功能与情绪价值双重驱动，电商平台在运动场景中的角色也升级为情绪价值的提供者与共鸣场。本文以情绪经济、KANO模型、自我决定理论及价值共创理论为理论基础，指出挖掘情绪价值的三个基点，并构建面向情绪驱动运动场景的电商平台理论模型。该模型从用户运动行为全链路展开，系统阐释了平台构建“情绪价值要素–用户内部响应–行为价值实现”闭环的路径。同时本研究分析利用人工智能、可穿戴设备、虚拟宠物、OMO模式和社群交流等具体手段进行智慧化的情绪营销方法，塑造从情绪触达到商业转化的完整路径，营造富有同理心的消费环境。研究旨在为电商平台在运动场景中的情绪化运营提供理论支持与实践指引，助力电商平台在情绪经济时代构建差异化竞争力。

Abstract: With the deepening implementation of the “Healthy China 2030” strategy and the launch of the “Weight Management Year”, there is a growing public demand for healthy lifestyles. Against the backdrop of increasingly prominent emotional needs, the driving forces behind consumption are shifting from functional value to a dual drive of basic functionality and emotional value. E-commerce platforms are also evolving to become providers of emotional value and spaces for resonance within fitness scenarios. Based on theories such as the emotion economy, the KANO model, self-determination theory, and value co-creation theory, this paper identifies three foundational points for leveraging emotional value and constructs a theoretical model for e-commerce platforms tailored to emotion-driven fitness scenarios. The model systematically illustrates the pathway for platforms to establish a closed-loop mechanism of “emotional value elements-user internal response-behavioral value realization”, centered around the entire process of users’ fitness behaviors. Additionally, this study analyzes methods for emotional marketing through specific approaches such as AI, wearable devices, virtual pets, the OMO model, and community interactions. It aims to shape a complete pathway from emotional engagement to commercial conversion, fostering an empathetic consumption environment. The research seeks to provide theoretical support and practical guidance for the emotional operation of e-commerce platforms in fitness scenarios, helping them build differentiated competitiveness in the era of the emotion economy.