网络电商“悲情营销”的伦理追问与消解——基于十四篇新闻报道的内容分析

Ethical Inquiry and Elimination of “Sadness Marketing” in Network E-commerce——Based on the Content Analysis of 14 News Reports

网络电商"悲情营销"越来越成为一种潮流,但此种营销方式本质上是不道德的。其典型特征是弄虚作假、夸大事实;捏造"悲情"、博取同情等,是对民众"爱心"的滥用。"悲情营销"对电商市场公平秩序、公众同情心、个体之间的信任感、市场诚信交易运行原则和社会公信力都构成极大的挑战。培植健康的网络商务价值观、提升电商和平台社会责任感、构建网络主体信用机制和加强网络商业伦理道德教育,是消解"悲情营销"的伦理之策。

"Sadness Marketing"of network e-commerce has increasingly become a trend,but this kind of marketing is fundamentally immoral.Its typical characteristics are falsification and exaggeration of facts.Fabricating"sadness"to gain sympathy is an abuse of people’s"love".Through the analysis of the content of relevant news reports,"Sadness Marketing"poses a great challenge to the fair order of the e-commerce market,the public’s compassion,the trust between individuals,and the principle of market integrity trading and social credibility.From the viewpoint of ethics,the inherent ethical risks of network communication and the credibility of network platform have not yet been established.The main reason is the lack of network e-commerce moral quality and awareness of public responsibility.In this regard,fostering healthy network business values,promoting e-commerce and platform social responsibility,building a network main credit mechanism and strengthening the network moral education of business ethics are the ethical policies to eliminate"Sadness Marketing".