银发消费的“情感转向”：陪伴型机器人电商化趋势与困境

The “Emotional Turn” in Silver Consumption: E-Commerce Trends and Dilemmas of E-Commerce for Companion Robots

摘要: 随着“新银发族”逐步成为消费主力，银发群体的消费逻辑正经历由“实用养老”向“品质享老”的结构性转型，其核心诉求逐渐从物质保障转向精神与情感陪伴。智能玩具与AI陪伴机器人等情感科技产品在电商平台呈现出显著的增长态势，标志着银发情感消费电商新赛道的成型。基于此，本文立足电子商务与老龄化交叉研究视角，系统剖析银发群体情感消费的结构性特征与数字化场景重构，深入探讨当前情感科技产品，在供给端面临的设计功能错位、技术操作壁垒以及人机交互伦理等适老化困境。针对上述问题，本文提出应推动相关支持政策由“基础保障”向“增量激发”转型，通过将陪伴型机器人纳入创新支持体系、建立行业品质认证标准以及实施阶梯式服务消费补贴等路径，协同优化适老化供给，为银发电商高质量发展和老年友好型社会建设提供参考。

Abstract: As the “new silver generation” gradually becomes a major consumer force, the consumption logic of the elderly demographic is undergoing a structural transition from “survival-oriented eldercare” to “quality-oriented aging.” Their core demands are gradually shifting from basic material security to psycho-emotional companionship. Emotional technology products, such as smart toys and AI companion robots, have demonstrated a significant growth trend on e-commerce platforms, marking the formation of a new e-commerce track for the emotional consumption of the elderly. From the interdisciplinary perspective of e-commerce and gerontology, this paper systematically analyzes the structural characteristics and digital scenario reconstruction of emotional consumption among the silver demographic. Furthermore, it deeply explores the age-friendly dilemmas currently faced by emotional technology products on the supply side, including design function misalignment, technical operation barriers, and human-computer interaction ethics. In response to these issues, this paper proposes that relevant support policies should transition from “basic provision” to “incremental stimulation.” By integrating psycho-emotional products into the innovation support system, establishing industry quality certification standards, and implementing tiered service consumption subsidies, age-friendly supply can be synergistically optimized. This study aims to provide references for the high-quality development of silver e-commerce and the construction of an age-friendly society.