大学生宿舍直播：私域流量变现的商业逻辑与治理探析

Live Streaming in College Dormitories: An Analysis of the Business Logic and Governance of Monetizing Private Domain Traffic

摘要: 直播电商行业正加速向校园私域场景渗透，大学生宿舍直播成为平台布局校园市场的前沿实践，引发了商业边界界定与平台责任划分的广泛探讨。从电子商务视角出发，以空间、行为与平台机制为分析维度，系统剖析大学生宿舍直播的商业运行逻辑。研究发现该模式呈现四重核心作用机制：私域空间被重构为流量生产场景，情感互动被纳入粉丝经济的商业逻辑，算法流量分配深刻塑造主播的创作与运营行为，主播的自我认知与商业角色之间形成持续张力。宿舍直播在为大学生催生新型创业机会的同时，也衍生出隐私让渡、数字过度劳动、算法路径依赖等商业伦理难题。基于此，从平台企业责任、行业监管政策、高校协同治理、主播可持续运营四个维度探索针对性治理路径与优化策略，以期为理解平台经济向生活全域渗透的边界与风险提供典型商业案例，也为宿舍直播的规范化发展提供学理参考。

Abstract: The live-streaming e-commerce industry is accelerating its penetration into the private domain of campus settings, with live-streaming from college dormitories emerging as a pioneering practice for platforms to enter the campus market. This has sparked extensive discussions on the delineation of business boundaries and the division of platform responsibilities. From an e-commerce perspective, this paper takes space, behavior, and platform mechanisms as analytical dimensions to systematically analyze the commercial operation logic of live-streaming from college dormitories. The research finds that this model presents four core mechanisms: private spaces are reconfigured as traffic production scenes, emotional interaction is incorporated into the commercial logic of the fan economy, algorithmic traffic distribution profoundly shapes the creative and operational behaviors of live-streamers, and a continuous tension forms between the self-perception and commercial roles of live-streamers. While dormitory live-streaming creates new entrepreneurial opportunities for college students, it also gives rise to commercial ethical issues such as privacy transfer, digital overwork, and algorithmic path dependence. Based on this, the paper explores targeted governance paths and optimization strategies from four dimensions: platform enterprise responsibility, industry regulatory policies, university collaborative governance, and sustainable operation of live-streamers. The aim is to provide a typical business case for understanding the boundaries and risks of the platform economy’s infiltration into all aspects of life, as well as theoretical references for the standardized development of dormitory live-streaming.