数据、算法与情感：线上消费时代的情感动员与商业规训机制研究

Data, Algorithms, and Emotion: A Study on the Mechanisms of Emotional Mobilization and Commercial Discipline in the Era of Online Consumption

摘要: 本文立足于线上消费的行为现象，探讨在数据驱动与算法主导的电商环境中，平台如何通过精密的情感动员策略实现高效的商业转化，并在此过程中构建起一套隐形的商业规训机制。研究发现，线上消费已非简单的商品交易，而是一场由平台精心策划的、融合了数据洞察、算法推荐与情感共鸣的复杂互动仪式。平台利用用户画像进行精准触达，通过构建虚拟共在的场景激发集体情感能量，并最终将这种情感能量导向消费行为，以此完成对用户消费决策的柔性引导。本文从数据权力、算法逻辑与情感政治三个维度，系统剖析了线上消费背后的文化动因与权力运作，揭示了其在创造巨大商业价值的同时，对个体自主性与消费文化的深层影响，旨在为理解数字经济时代的新型消费生态提供批判性思考。

Abstract: Based on an in-depth analysis of online consumption practices, this paper explores how platforms, in a data-driven and algorithm-dominated e-commerce environment, achieve efficient commercial conversion through sophisticated emotional mobilization strategies, thereby constructing an invisible mechanism of commercial discipline. The study finds that online consumption is no longer a simple commodity transaction but a complex interactive ritual meticulously orchestrated by platforms, integrating data insights, algorithmic recommendations, and emotional resonance. Platforms utilize user profiling for precise targeting, stimulate collective emotional energy by constructing scenarios of virtual co-presence, and ultimately channel this emotional energy towards consumption behavior, thus achieving a soft guidance over users’ purchasing decisions. This paper systematically analyzes the cultural motivations and power operations behind online consumption from three dimensions: data power, algorithmic logic, and emotional politics, revealing its profound impact on individual autonomy and consumer culture while generating immense commercial value. The aim is to provide critical insights into understanding the new consumer ecology of the digital economy era.