私域养生直播的情感精准营销逻辑与伦理反思

The Logic and Ethical Reflection of Emotional Precision Marketing in Private-Domain Health Livestreaming

摘要: 私域养生直播针对老年群体的围猎行为，揭示了电商营销领域一种新型模式——情感精准营销。本文考察了此类营销模式如何针对老年群体的情感脆弱性展开精准识别、情感供给、依赖建构与信任转化。研究发现，私域直播通过拟亲属话语、仪式化互动等策略，将商业关系转化为亲密连接，实现从情感依赖到消费行为的转化。这种情感精准营销与传统精准营销存在差异，其伦理争议集中于情感剥削与脆弱性捕获问题。在此基础上，本文从平台治理、家庭社区、监管协同三个维度探讨了破解私域直播情感围猎的可能路径。

Abstract: The predatory practices of private-domain health maintenance live-streaming targeting the elderly reveal a novel model in e-commerce marketing—emotional precision marketing. This study examines how such marketing strategies precisely identify, emotionally supply, the dependency construct, and trust-transform the emotional vulnerabilities of the elderly. The findings indicate that private-domain live-streaming, through tactics such as pseudo-kinship discourse and ritualized interactions, transforms commercial relationships into intimate connections, thereby facilitating the transition from emotional dependency to consumer behavior. Distinguished from traditional precision marketing, this form of emotional precision marketing raises ethical concerns centered on emotional exploitation and the capture of vulnerabilities. On this basis, this paper explores potential pathways to dismantle the emotional predation of private-domain live-streaming from three dimensions: platform governance, family and community involvement, and regulatory coordination.