从“商品拜物教”理论视角看二手电商平台消费者行为——以闲鱼为例

From the Perspective of the Theory of “Commodity Fetishism” on the Consumer Behavior of Second-Hand E-Commerce Platforms—A Case Study of Xianyu

摘要: 马克思的“商品拜物教”理论指出，商品的交换价值掩盖了其使用价值，商品生产体系下人与人之间的社会关系被物与物之间的关系所掩盖。在当今消费环境下，商品被赋予了超越其实际使用价值的符号和情感属性，这种现象在闲鱼平台上表现得较为显著。平台上的商品符号化与情感化、稀缺性与独特性、社交属性等特征，进一步强化了“商品拜物教”现象。消费者在该平台上的购买决策受到符号价值追逐、稀缺性认知建构和社交属性驱动的影响，而平台算法的介入则加剧了消费者行为的异化。因此，通过优化平台算法、引导用户关注商品使用价值以及加强市场监管等方式，以期推动二手交易回归资源循环的本质属性。

Abstract: Marx’s theory of “commodity fetishism” reveals that the exchange value of commodities obscures their use value, and the social relations between people under the commodity production system are replaced by relations between objects. In the contemporary consumption context, commodities are endowed with symbolic and emotional attributes that transcend their practical utility, a phenomenon particularly evident on platforms like Xianyu. The platform’s features—including the symbolization and emotionalization of commodities, their scarcity and uniqueness, and embedded social attributes—further reinforce the phenomenon of “commodity fetishism”. Consumers’ purchasing decisions on the platform are influenced by the pursuit of symbolic value, the construction of scarcity perception, and social-driven motivations, while platform algorithms exacerbate the alienation of consumer behavior. Therefore, measures such as optimizing algorithms, guiding users to focus on use value, and strengthening market regulation are proposed to realign secondhand trading with its essential purpose of resource circulation.