马克思主义交往理论视域下直播电商用户互动的价值生成与实践路径

Value Generation and Practical Path of User Interaction in Live E-Commerce from the Perspective of Marxist Communication Theory

摘要: 直播电商作为数字经济的重要形态，其用户互动不仅是商品交易的核心环节，更是数字时代交往实践的重要载体，具有不可忽视的社会意义。本文从马克思主义交往理论视角出发，首先剖析直播电商用户互动在物质交换优化、精神意义共创、社会联结强化三个维度的价值生成逻辑；在此基础上，揭示当前互动中存在的主体性失衡、意义碎片化、情感工具化等交往异化现象；进而针对性地提出优化实践路径：构建平等互动结构、深化互动意义、回归情感本真及优化技术环境。研究表明，马克思主义交往理论为理解数字交往实践与推动直播电商健康发展提供理论支撑与实践参考。

Abstract: As an important form of the digital economy, live broadcast e-commerce is not only the core link of commodity trading, but also an important carrier of communication practice in the digital age, which has social significance that cannot be ignored. From the perspective of Marxist communication theory, this paper first analyzes the value generation logic of user interaction in live-streaming e-commerce from three dimensions: optimization of material exchange, co-creation of spiritual meaning, and strengthening of social connection. Based on this, it reveals the phenomena of communicative alienation present in the current interactions, such as the imbalance of subjectivity, fragmentation of meaning, and emotional commodification. Furthermore, it puts forward targeted optimization paths, including constructing an equal interaction structure, deepening interaction meaning, returning to the authentic nature of emotional interaction, and optimizing the technical environment. The study shows that Marxist communication theory provides theoretical support and practical reference for understanding digital communicative practice and promoting the healthy development of live-streaming e-commerce.