马克思主义视域下电商直播中盲盒经济的虚拟性、符号价值与消费异化分析

Analysis of the Virtuality, Symbolic Value, and Consumption Alienation of Blind Box Economy in E-Commerce Live Streaming from the Perspective of Marxism

摘要: 本论文基于消费异化理论与符号价值理论，深入分析了电商直播中盲盒经济的虚拟性特征、符号价值的构建及其带来的消费异化现象。通过分析发现，电商直播与盲盒经济的结合，利用数字技术创造出高度虚拟的消费场景，借助符号系统构建起特殊的价值体系，导致了消费者非理性的消费行为，最终陷入异化状态。该研究试图揭示这一新兴经济模式背后的深层矛盾，并引导盲盒经济的健康发展。

Abstract: This paper is based on the theories of consumption alienation and symbolic value, and deeply analyzes the virtual characteristics of the blind box economy in e-commerce live streaming, the construction of symbolic value, and the phenomenon of consumer alienation it brings. Through analysis, it was found that the combination of e-commerce live streaming and blind box economy, the use of digital technology to create highly virtual consumption scenarios, and the construction of a special value system through symbol systems, has led to irrational consumer behavior and ultimately led to alienation. This study attempts to uncover the underlying contradictions behind this emerging economic model and guide the healthy development of the blind box economy.