数字劳动视域下电商直播用户的“产消者”角色研究——以抖音直播间的互动行为与数据生产为例

A Study of Users as Prosumers in E-Commerce Live Streaming from the Perspective of Digital Labor—A Case Analysis of Interaction Behavior and Data Production in Douyin Livestreams

摘要: 电商直播的兴起重塑了消费模式，也模糊了生产与消费的传统边界。以马克思劳动价值论为理论基础，结合数字劳动与“产消者”理论，对抖音直播间用户互动行为的劳动属性进行系统剖析。平台资本借助算法机制与任务激励，将点赞、评论、分享及停留等行为转化为无偿数字劳动，所生成的数据被系统性资本化，消费情境下的用户遂成为不自觉的价值生产者。该过程呈现劳动娱乐化、产品数据化与组织算法化等特征，致使价值创造与占有出现结构性失衡。对用户主体性唤醒、平台算法治理、行业伦理规范与监管制度创新四个维度的探讨，揭示了构建更加公平的数字生态所需的治理路径。

Abstract: The rise of live e-commerce has reshaped consumption patterns and blurred the traditional boundaries between production and consumption. Grounded in Marx’s labor theory of value and informed by digital labor and “prosumer” theories, this study offers a systematic analysis of the labor attributes embedded in user interactions within Douyin livestreams. Through algorithmic mechanisms and task-based incentives, platform capital transforms behaviors such as liking, commenting, sharing, and viewing time into unpaid digital labor. The resulting data are systematically commodified, turning users into unwitting value producers within consumer contexts. This process is characterized by the gamification of labor, the datafication of products, and the algorithmic organization of work, leading to a structural imbalance between value creation and appropriation. An exploration of four dimensions—user subjectivity enhancement, platform algorithm governance, industry ethical norms, and regulatory innovation—illuminates the governance pathways necessary for building a fairer digital ecosystem.