电子商务消费的异化困境与范式重构路径研究

The Alienation Paradox in E-Commerce Consumption: Pathways for Paradigm Restructuring

摘要: 本文旨在系统剖析电子商务业态中消费异化的生成逻辑、具体表征及其超越路径。研究揭示，电商消费异化并非单一现象，而是一个由“数据异化–欲望异化–关系异化”构成的、在算法与资本共谋下不断自我强化的系统性困境。在平台中，消费者从具有自主性的“主体”被降格为可预测、可引导的“算法客体”；其需求从内在的真实“需要”被扭曲为由营销装置持续制造的“外部欲求”；其社会联结从富含情感的“人际关系”被异化为工具性的“流量网络”。为应对此困境，本文提出范式重构的实践路径，主张通过价值理性的制度性嵌入、主体性的批判性重建与技术伦理的结构性规训，推动电子商务从促逼人性的“技术座架”向促进人的全面发展与社会福祉的“建构性平台”转型。

Abstract: This paper aims to provide an in-depth analysis of the generative logic, specific manifestations, and transcendence pathways of consumption alienation within the e-commerce paradigm. The study reveals that alienation in e-commerce consumption is not an isolated phenomenon, but rather a systemic predicament, reinforced by the collusion between algorithms and capital, which constitutes a cycle of “data alienation—desire alienation—relation alienation”. Within platforms, consumers are transformed from autonomous “subjects” into predictable and guidable “algorithmic objects”; their needs are shifted from intrinsic, genuine “needs” to externally manufactured “desires” continuously produced by marketing apparatuses; and their social bonds are converted from emotionally rich “interpersonal relationships” into instrumental “flow networks”. To address this dilemma, this paper proposes practical pathways for paradigm reconstruction. It advocates for the institutional embedding of value rationality, the critical reconstruction of subjectivity, and the structural disciplining of technology ethics, thereby promoting the transformation of e-commerce from a “technological Enframing” (Gestell) that challenges humanity into a “constructive platform” that fosters holistic human development and social well-being.