情感驱动的消费与价值幻象：数字资本主义时代电商经济的马克思主义辩证分析

Emotion-Driven Consumption and the Illusion of Value: A Marxist Dialectical Analysis of the E-Commerce Economy in the Age of Digital Capitalism

摘要: 数字技术的快速发展推动电商经济成为数字资本主义的重要形态，而情感消费作为其核心动力，正在深刻改变价值生产方式与社会关系结构。本文以马克思主义政治经济学为理论基础，结合综合电商与直播电商的实践，系统分析情感消费的兴起根源、价值创造机制、异化特征及其超越路径。研究认为，情感消费是现代社会个体化进程与数字技术共同作用的产物。它一方面通过情感劳动拓展了价值创造的边界，另一方面又在资本逻辑的主导下形成“价值幻象”，对人的意识和行为实现柔性控制。只有通过制度重构、文化引导与价值重塑等多维协同，才能使情感消费突破资本逻辑的束缚，迈向以人的全面发展为目标的理性情感经济。

Abstract: The rapid advancement of digital technology has propelled the e-commerce economy to become a core form of digital capitalism. As its driving force, emotion-driven consumption has profoundly reshaped the logic of value production and the structure of social relations. Guided by Marxist political economy, this paper integrates the practices of both comprehensive e-commerce and live-streaming commerce to systematically examine the origins, mechanisms of value creation, characteristics of alienation, and possible paths of transcendence within emotional consumption. The study finds that emotional consumption is the result of the interplay between digital technology and the individualization of modern society. On one hand, emotional labor expands the boundaries of value creation; on the other hand, under the dominance of capital logic, it generates an “illusion of value” that exerts subtle control over human consciousness and behavior. Only through the coordinated efforts of institutional reconstruction, cultural guidance, and value reorientation can emotional consumption transcend the constraints of capital logic and evolve toward a rational emotional economy centered on human comprehensive development.