基于马克思主义消费观的直播电商非理性消费现象批判与引导路径研究

Criticism and Guidance Path Research on Irrational Consumption Phenomenon in Live-Streaming E-Commerce Based on Marxist Consumption Theory

摘要: 直播电商作为数字经济背景下重塑大众消费模式的核心业态，在拉动消费增长的同时，催生了冲动消费、炫耀消费、盲目跟风等非理性消费现象，对消费者合法权益保障与市场健康发展构成显著挑战。本文以马克思主义消费观为理论支撑，运用文献研究法与逻辑分析法，系统探究直播电商非理性消费的表现形态、生成机理及治理路径。研究发现，直播电商非理性消费的本质是消费异化与虚假需要在数字场景中的延伸与凸显，其成因可归结为平台算法诱导、商家营销误导、消费者认知偏差及社会文化环境影响四大维度。基于马克思主义消费观中“生产与消费辩证关系”“人的全面发展”等核心思想，本文从政府、平台商家、消费者的视角，提出完善监管法规体系、优化算法推荐机制、培育理性消费意识、构建多元协同引导体系的治理框架。本研究不仅为直播电商非理性消费的批判与引导提供了马克思主义理论视角，更为推动直播电商行业从“流量驱动”向“价值驱动”转型、实现消费领域可持续发展提供了理论参考与实践遵循。

Abstract: As a core industry reshaping mass consumption patterns in the digital economy, live-streaming e-commerce has not only stimulated consumption growth but also spawned irrational consumption phenomena such as impulse buying, conspicuous consumption, and blind bandwagoning, posing significant challenges to consumer rights protection and market health. Grounded in Marxist consumption theory, this study employs literature review and logical analysis to systematically investigate the manifestations, mechanisms, and governance pathways of irrational consumption in live-streaming e-commerce. The research reveals that the essence of irrational consumption lies in the extension and intensification of consumption alienation and false needs within digital environments, with causes traceable to four dimensions: algorithmic manipulation by platforms, misleading marketing by merchants, consumer cognitive biases, and socio-cultural influences. Building on Marxist principles of “dialectical relationship between production and consumption” and “holistic human development”, the paper proposes a governance framework for collaborative efforts among governments, platforms, merchants, consumers, and society. This framework includes improving regulatory systems, optimizing algorithmic recommendation mechanisms, cultivating rational consumption awareness, and establishing multi-stakeholder guidance systems. The study not only provides a Marxist theoretical perspective for critiquing and guiding irrational consumption in live-streaming e-commerce, but also offers practical references for transitioning the industry from “traffic-driven” to “value-driven” models and achieving sustainable development in the consumer sector.