私域直播中的“情感围猎”：新型老年消费陷阱的模式分析

“Emotional Ensnarement” in Private-Domain Live Streaming: A Model Analysis of the New Consumption Trap for the Elderly

摘要: 近年来，依托封闭渠道开展的私域直播逐渐成为针对老年群体的新型网络消费陷阱。本文以私域直播中的“情感围猎”现象为切入点，深入剖析其“引流–养客–转化–收割”的闭环商业运作模式。研究发现，该模式精准利用了老年人群在特定生命周期的心理脆弱点，通过社会情绪选择下的情感代偿、信息不对称导致的认知偏差以及“拟亲属关系”对现实情感空缺的填补，诱发老年群体的非理性消费。同时，私域空间的隐蔽性、跨平台交易的割裂特征以及老年人数字素养与举证能力的缺失，共同构筑了当前的监管壁垒与维权困境。基于此，本文提出应压实平台技术赋能与数据共享责任，创新政府穿透式执法手段，并结合社区防骗教育与家庭实质性陪伴，构建多主体协同的全链条治理体系，为规范银发经济市场秩序、切实保护老年消费者的合法权益提供现实依据与对策参考。

Abstract: In recent years, private-domain live streaming, relying on closed channels, has gradually become a new type of online consumption trap targeting the elderly. Taking the phenomenon of “emotional ensnarement” in private-domain live streaming as a starting point, this paper deeply analyzes its closed-loop commercial operation model of “traffic acquisition-customer cultivation-conversion-harvesting”. The research finds that this model precisely exploits the psychological vulnerabilities of the elderly in specific life stages. It induces irrational consumption among the elderly group through emotional compensation under socioemotional selectivity, cognitive bias caused by information asymmetry, and the filling of real-life emotional voids by “fictive kinship”. Meanwhile, the concealment of private-domain spaces, the fragmented characteristics of cross-platform transactions, and the elderly’s lack of digital literacy and evidence-gathering ability jointly construct the current regulatory barriers and difficulties in defending their rights. Based on this, the paper proposes to consolidate platforms’ responsibilities in technological empowerment and data sharing, innovate the government’s penetrative law enforcement methods, and combine community anti-fraud education with substantial family companionship to build a multi-agent collaborative, full-chain governance system. This aims to provide a practical basis and countermeasure reference for standardizing the market order of the silver economy and effectively protecting the legitimate rights and interests of elderly consumers.