孤独经济下宠物电商商业模式创新与沉浸式营销研究

Research on Business Model Innovation and Immersive Marketing of Pet E-Commerce under the Loneliness Economy

摘要: 伴随“孤独经济”的发展，宠物消费需求正逐渐从单纯的物质层面延伸至精神寄托层面。然而，受限于购买决策与使用体验分离的特性，现有电商模式在解决信息不对称及情感价值传递方面仍存在一定滞后。本文结合服务主导逻辑与信息经济学视角，探讨“情感代偿”机制如何推动孤独感向消费动力的转化。研究表明，宠物电商商业模式正呈现出向“产品 + 服务 + 情感”复合生态演进的趋势，主要体现在研发端的情感化设计、制造端的数字化信任构建以及服务端的全生命周期管理。据此，文章构建了涵盖场景、叙事、数据及社交维度的沉浸式营销路径，指出电商平台应借助数字技术降低信任成本，通过建立“人宠共生”的心理连接，促进客户价值的持续增长，为行业转型提供理论参考。

Abstract: With the development of the “Loneliness Economy,” pet consumption demands are gradually extending from material satisfaction to spiritual sustenance. However, constrained by the separation of purchase decision and usage experience, existing e-commerce models show limitations in addressing information asymmetry and emotional value transmission. Integrating perspectives from Service-Dominant Logic and Information Economics, this paper explores how the “Emotional Compensation” mechanism facilitates the conversion of loneliness into consumption motivation. The study indicates that the business model of pet e-commerce is evolving towards a composite ecosystem of “Product + Service + Emotion,” characterized by emotional design in R&D, digital trust construction in manufacturing, and full life-cycle management in service. Accordingly, the paper constructs an immersive marketing path covering contextual, narrative, digital, and social dimensions, suggesting that e-commerce platforms should leverage digital technologies to reduce trust costs and foster customer value growth by establishing a psychological connection of “human-pet symbiosis,” thereby providing theoretical references for industrial transformation.