内容型电商直播中的情感传播研究

Research on Emotional Communication in Content-Based E-Commerce Livestreaming

摘要: 在数字经济快速发展的背景下，以抖音、小红书等为代表的内容平台探索出“内容 + 电商”的商业化路径，内容型电商直播凭借以内容为中心、情感传播为驱动力的传播策略，成为电商直播模式的新趋势。本文立足情感消费升级、网红经济转型的双重背景，先界定了内容型电商直播的内涵与特征，再从情感容器、情感议题、情感叙事、情感共鸣、情感回响五个维度构建分析框架，探析情感传播的内在机制。然而，内容型电商直播情感传播存在的潜在风险，包括制造虚假需求助推消费主义、情感过度驱动增加消费风险、过度承诺导致供应链失衡等问题。为此，需要消费者增强理性意识、多方协同强化售后保障、深化供应商合作等应对措施。本研究为理解内容型电商直播的情感传播逻辑提供了理论视角，对促进该领域的健康发展具有实践指导意义。

Abstract: Under the rapid development of the digital economy, content platforms such as Douyin and Xiaohongshu have pioneered a “content + e-commerce” commercialization model. Content-driven e-commerce livestreaming, characterized by its content-centric approach and emotion-based communication strategy, has become an emerging trend in the e-commerce livestreaming landscape. Against the dual backdrop of emotional consumption upgrading and the transformation of the influencer economy, this study begins by defining the essence and features of content-driven e-commerce livestreaming. It then develops an analytical framework comprising five dimension—emotional container, emotional topics, emotional narrative, emotional resonance, and emotional feedback—to examine the underlying mechanisms of emotional communication. Nevertheless, emotional communication in such livestreams carries potential risks, including the fabrication of false demands that promote consumerism, heightened consumption risks due to excessive emotional appeal, and overcommitment leading to supply chain imbalances. To address these issues, measures such as fostering rational consumer awareness, strengthening post-sale protections through multi-stakeholder collaboration, and deepening cooperation with suppliers are recommended. This research offers a theoretical lens for understanding the logic of emotional communication in content-driven e-commerce livestreaming and provides practical insights for fostering its sustainable development.