沉浸式消费叙事：微短剧内容电商的共情机制与转化路径研究

Immersive Consumption Narratives: A Study on the Empathetic Mechanisms and Conversion Pathways in Micro-Drama Content E-Commerce

摘要: 本研究以“沉浸式消费叙事”为核心框架，系统探讨微短剧内容电商如何通过情感与消费的深度融合，重构Z世代的消费意愿与行为路径。研究指出，微短剧借助“时空压缩”叙事与“竖屏美学”的具身传播，将碎片化时间转化为高浓度情感体验，形成“消费主义新语法”。文章从现象解构出发，识别“原生型”“嫁接型”“催化型”三类“情感钩子”，并从时空压缩、身体在场、符号狂欢与记忆点设计四维度剖析共情生产机制。研究进一步揭示平台通过精准分发、无缝支付与“梗文化”渗透，构建“情感–消费”高效转化路径，同时也警示其中存在的叙事成瘾与未成年人冲动消费等伦理风险，为理解数字原生代的消费文化提供了整合性视角。

Abstract: Grounded in the framework of “immersive consumption narratives”, this study systematically examines how micro-drama content e-commerce deeply integrates emotion and consumption to reshape the consumption intentions and behavioral pathways of Generation Z. It argues that micro-dramas, leveraging “time-space compression” in narrative and the embodied communication of “ertical-screen aesthetics”, transform fragmented user time into high-intensity emotional experiences, thereby forging a new “grammar of consumerism”. Deconstructing the phenomenon, the study identifies three types of “empathetic hooks”—“primary”, “grafted”, and “catalytic”—and analyzes the mechanisms of empathy production across four dimensions: time-space compression, bodily presence, semiotic carnival, and memory-point design. Furthermore, the research reveals how platforms construct an efficient “emotion-to-consumption” conversion path through algorithm-driven precise distribution, seamless payment systems, and the appropriation of “meme culture”, while also warning of the ethical risks inherent in addictive narratives and impulsive consumption among minors. This study offers an integrated perspective for understanding the consumer culture of digital natives.