Research on the Current Situation and Development Strategies of Emotional Consumption among Youth in the Context of E-Commerce Economy

目前，青年对于情绪价值的关注与追寻催生了情绪消费的蓬勃兴起。同时，伴随着电商经济向纵深发展，其技术架构与商业生态为情绪价值的规模化交易提供了核心支撑，推动了情绪消费的多元化发展。本文聚焦于这一现象，研究分析了电商平台上青年情绪消费的典型表现形态，深入探讨其背后的驱动因素，并针对性提出电商经济背景下各方主体协同推进情绪消费发展的策略，以期为这一新消费业态的健康发展提供理论参考与实践指引。At present, young people’s focus on and pursuit of emotional value have given rise to the vigorous development of emotional consumption. Meanwhile, with the in-depth development of the e-commerce economy, its technical architecture and business ecosystem have provided core support for the large-scale trading of emotional value, promoting the diversified development of emotional consumption. This article focuses on this phenomenon, studies and analyzes the typical manifestations of emotional consumption by young people on e-commerce platforms, delves into the driving factors behind it, and proposes strategies for all parties to jointly promote the development of emotional consumption in the context of the e-commerce economy, with the aim of providing theoretical references and practical guidance for the healthy development of this new consumption pattern.