直播电商的“消费异化”：从马克思主义的使用价值看网红带货的资本逻辑

Consumption Alienation in Live-Stream E-Commerce: Analyzing the Capital Logic of Influencer Marketing from the Perspective of Marxian Use Value

摘要: 直播电商作为数字资本主义时代的新型消费模式，表面上提升了交易效率，实则加剧了消费异化。本文基于马克思的商品二因素理论和异化劳动理论，分析直播电商如何通过网红带货重构消费逻辑，使消费者从“需求满足”转向“符号追逐”，进而沦为资本增值的工具。研究发现，直播电商通过算法推荐、情感营销和饥饿营销等手段，制造虚假需求，使商品的使用价值让位于交换价值，最终强化了资本对消费者的控制。本文的结论是，直播电商并未真正解放消费，而是以更隐蔽的方式完成了对消费者的异化剥削。

Abstract: Live-stream e-commerce, as a new consumption model in the era of digital capitalism, ostensibly improves transaction efficiency but in reality exacerbates consumption alienation. Based on Marx’s theory of the two factors of a commodity and his theory of alienated labor, this paper analyzes how live-stream e-commerce reconstructs consumption logic through influencer marketing, shifting consumers from “need satisfaction” to “symbol chasing” and thus reducing them to tools for capital appreciation. The study finds that live-stream e-commerce creates false demands through means such as algorithm recommendation, emotional marketing, and scarcity marketing, making the use value of commodities yield to exchange value and ultimately strengthening capital’s control over consumers. The conclusion of this paper is that live-stream e-commerce has not truly liberated consumption but has completed the alienated exploitation of consumers in a more covert way.