劳动二重性视域下直播电商的价值创造机制研究

Research on the Value Creation Mechanism of Live Streaming E-Commerce under the Perspective of Two-Fold Character of Labour

摘要: 本研究基于马克思劳动二重性理论，对直播电商中的价值创造机制进行剖析。研究发现：主播通过对商品的选择整合以及在直播间内的互动叙事和节奏控制(具体劳动)创造满足消费者认知情感需求的使用价值，而平台运用算法将具体劳动抽象化，最后被抽象化的劳动价值通过佣金资本化、流量资本化、数据资本化实现价值转化。

Abstract: This study analyzes the value creation mechanism in live-streaming e-commerce based on Marx’s theory of the duality of labor. The findings reveal that live-streamers create use value that satisfies consumers’ cognitive and emotional needs through the selection and integration of products, as well as interactive storytelling and rhythm control within the live-streaming environment (concrete labor). Meanwhile, the platform abstracts this concrete labor through algorithms, and the abstracted labor value is ultimately converted into value through commission capitalization, traffic capitalization, and data capitalization.