直播电商中情感支持对老年人购买意愿的影响研究
Research on the Influence of Emotional Support on the Purchase Intention of the Elderly in Live E-Commerce

在全球老龄化加剧与数字技术深度应用的背景下，直播电商成为激活银发经济的重要场景。本研究聚焦老年群体在直播电商中的特殊需求，基于社会支持理论与情感消费理论，系统分析情感支持的表现形式及其对购买决策的影响机制。研究发现：主播人设的情感投射、社群互动的仪式化营造以及技术赋能的交互创新构成情感支持的核心维度，通过降低技术焦虑、积累社交资本、提升场景价值感知三重路径驱动老年消费。案例研究表明，淘宝“银发族专场”通过养生专家背书与怀旧场景构建，实现客单价286元的行业突破；抖音“银发达人”直播间借助代际沟通主题直播，用户停留时长较行业均值提升43%。研究建议平台应建立“情感基础设施”，政策制定需强化适老化服务标准体系建设，对完善银发经济生态具有理论与实践价值。
Against the backdrop of the intensifying global aging process and the in-depth application of digital technology, live e-commerce has emerged as a crucial scenario for activating the “silver economy.” This study focuses on the special needs of the elderly group in live e-commerce. Based on social support theory and emotional consumption theory, it systematically analyzes the manifestations of emotional support and its impact mechanism on purchase decisions. The research findings indicate that the emotional projection of the host’s persona, the ritualized creation of community interaction, and the interactive innovation empowered by technology constitute the core dimensions of emotional support. These dimensions drive elderly consumption through three pathways: reducing technological anxiety, accumulating social capital, and enhancing the perceived value of the scenario. Case studies show that Taobao’s “Silver-haired Special Session” achieved a breakthrough in the industry with an average order value of 286 yuan by leveraging the endorsement of health experts and the construction of nostalgic scenarios. Douyin’s “Silver-haired Expert” live broadcast room, by relying on intergenerational communication-themed live broadcasts, increased user stay duration by 43% compared to the industry average. The study suggests that platforms should establish an “emotional infrastructure,” and policymakers need to strengthen the construction of elderly-friendly service standard systems. This has both theoretical and practical significance for improving the silver economy ecosystem.