马克思劳动价值论视域下平台电商数字劳动的价值创造与权益保障研究——以直播电商、客服外包为例

Study on Value Creation and Rights Protection of Digital Labor in Platform E-Commerce from the Perspective of Marx’s Labor Theory of Value—Taking Live E-Commerce and Customer Service Outsourcing as Examples

摘要: 随着数字技术与电子商务的深度融合，平台电商已成为数字经济的核心载体，而数字劳动作为平台电商运行的核心支撑，逐渐形成了直播带货、客服服务、数据标注等多元形态。然而，当前学界对平台电商数字劳动的研究多聚焦于技术层面或经济效率，缺乏从马克思主义理论视角的系统性审视。本文以马克思劳动价值论为理论基础，通过文献研究法、逻辑分析法与案例分析法，首先界定平台电商数字劳动的内涵与形态，继而运用劳动二重性原理剖析其价值创造机制，揭示数字劳动中具体劳动创造使用价值、抽象劳动凝结价值的本质；进一步结合实际案例，指出平台电商数字劳动在权益保障中面临的劳动身份模糊、报酬分配失衡、算法规训异化等现实困境；最后从理论澄明、制度完善、多元协同三个维度，提出基于马克思主义理论的权益保障路径，旨在为平台电商数字劳动的健康发展提供理论支撑，同时拓展马克思劳动价值论在数字时代的应用场景。

Abstract: With the deep integration of digital technology and e-commerce, platform-based e-commerce has become the core vehicle of the digital economy. Digital labor, serving as the fundamental operational backbone of these platforms, has gradually diversified into forms such as live-streaming sales, customer service support, and data annotation. However, current academic research on digital labor in platform e-commerce predominantly focuses on technical aspects or economic benefits, lacking systematic examination from a Marxist theoretical perspective. Grounded in Marxist labor value theory, this paper employs literature review, logical analysis, and case study methods. It first defines the essence and forms of digital labor within platform e-commerce, then applies the principle of labor duality to analyze its value creation mechanism, revealing how concrete labor creates use value and abstract labor crystallizes value within digital labor. Through practical case studies, it identifies real-world challenges in protecting digital laborers’ rights within platform e-commerce, such as ambiguous labor status, imbalanced compensation distribution, and alienation through algorithmic discipline. Finally, it proposes a rights protection pathway grounded in Marxist theory across three dimensions: theoretical clarification, institutional improvement, and multi-stakeholder collaboration. This aims to provide theoretical support for the healthy development of digital labor in platform e-commerce and expand the application of Marxist labor value theory in the digital era.