情感经济视域下女性健身短视频博主的情感营销与反思  

Emotional Marketing and Introspection of Female Fitness Video Bloggers from the Perspective of Emotional Economy

作　　者：蔡元培 王晨 董书华 

机构地区：[1]浙江理工大学法学与人文学院,浙江 杭州 [2]浙江理工大学启新学院,浙江 杭州

出　　处：《电子商务评论》2025年第1期1664-1671,共8页E-Commerce Letters

基　　金：浙江省教育厅一般科研项目(研究生专项)“社交媒体时代青少年数字影像实践与价值引导研究”(Y202353101);浙江理工大学2024年教育教学改革资助项目“课程思政融入《马克思主义新闻观与当代中国新闻实践》教学全过程的方法探索”(jgkcsz202406)。

摘　　要：在情感经济时代,用户的消费行为已由量的阶段、质的阶段演变到感情阶段。随着以小红书为代表的内容电商平台在日常生活中的渗透,女性的消费已呈现出悦己、共情的路径转换。女性健身短视频博主深谙这一发展趋势,在符号呈现上利用身体、图片、文字的巧妙展演,在内容生产上运用语言、氛围营造等情感营销手段,以推动优质笔记带动商品交易,从而引导粉丝受众产生购买行为的消费闭环。但情感的过度营销与消费不可避免地会引发健身价值偏离,市场的畸形发展等现象。In the era of emotional economy, users’ consumption behavior has evolved from the quantitative stage and qualitative stage to the emotional stage. With the penetration of content e-commerce platforms represented by Xiaohongshu in daily life, women’s consumption has shown a path shift of self-satisfaction and empathy. Female fitness bloggers are well aware of this development trend, using the clever performance of bodies, pictures and words in the presentation of symbols, and using emotional marketing methods such as language and atmosphere creation in content production to promote high-quality notes to drive commodity transactions, so as to guide fans and audiences to generate a closed loop of consumption of purchase behavior. However, the excessive marketing and consumption of emotions will inevitably lead to the deviation of fitness value and the abnormal development of the market.

关 键 词：情感经济 内容电商 女性健身博主 情感营销 

分 类 号：G63[文化科学—教育学]