网络虚拟购物中的消费异化现象研究——基于马克思主义异化理论

Research on the Phenomena of Consumption Alienation in Online Virtual Shopping—Based on the Theory of Alienation of Marxism

摘要: 互联网的发展开辟了网上购物的新市场，为消费者带来了便利的同时也引发了一系列消费异化现象。文章基于马克思主义异化理论对网络虚拟购物中存在的消费商品与消费者相异化、消费行为与消费者相异化、消费者类本质的异化、人与人之间的异化等消费异化现象进行深入分析，剖析其产生的科技发展、资本操纵及消费文化渗透的三重根源，从而从技术、资本和消费者三个层面提出消解对策，对于树立理性的网络消费观念、消除网络虚拟购物中的消费异化现象具有积极意义。

Abstract: The development of the Internet has opened up a new online shopping market for consumption. While bringing convenience to consumers, it has also triggered a series of consumption alienation phenomena. Based on the Theory of Alienation of Marxism, this article conducts an in-depth analysis of the consumption alienation phenomena existing in online virtual shopping, such as the alienation between consumer goods and consumers, the alienation between consumption behaviors and consumers, the alienation of the human essence of consumers, and the alienation among people. It also analyzes the threefold roots of these phenomena, namely, the development of science and technology, the manipulation of capital, and the infiltration of consumer culture. Thus, countermeasures for resolution are proposed from the three aspects of technology, capital, and consumers, which have positive significance for establishing rational online consumption concepts and eliminating the consumption alienation phenomena in online virtual shopping.