情绪价值驱动下银发直播电商的发展困境与规范发展路径研究

Development Dilemmas and Standardized Paths for Silver-Haired Live-Streaming E-Commerce under the Drive of Emotional Value

摘要: 我国已进入中度老龄化社会，银发经济成为国家战略重点。直播电商已成为老年群体消费与社交的重要场景，但其发展伴随乱象频发，核心诱因在于情绪价值的滥用与异化。本文基于S-O-R理论、情感营销理论与信任理论，搭建“刺激–机体–反应”分析框架，系统拆解情绪价值驱动银发直播电商发展的内在逻辑与作用机制，剖析多主体层面的发展困境，进而提出多主体协同的规范发展路径，拓展了情绪价值理论在老年消费领域的应用场景，为平台、商家、监管部门、家庭与社会提供了可操作的政策参考。

Abstract: China has entered a moderately aging society, making the silver economy a national strategic priority. Live-streaming e-commerce has become an important arena for consumption and social interaction among the elderly, yet its development has been accompanied by frequent irregularities, primarily driven by the misuse and alienation of emotional value. Drawing on the S-O-R theory, emotional marketing theory, and trust theory, this paper constructs a “Stimulus-Organism-Response” analytical framework to systematically deconstruct the intrinsic logic and mechanisms through which emotional value drives the development of silver-haired live-streaming e-commerce. It analyzes the multidimensional development dilemmas across various stakeholders and proposes a standardized development path involving multi-stakeholder collaboration. This study extends the application of emotional value theory to the field of elderly consumption and provides actionable policy references for platforms, merchants, regulatory authorities, families, and society.