情感资本化：情绪经济驱动电子商务发展的马克思主义政治经济学解析

Emotional Capitalization: Analysis of Marxist Political Economy of Emotional Economy Driving the Development of E-Commerce

摘要: 在数字资本主义时代，电子商务的演进呈现出一种新形态：情绪经济。它不再满足于商品使用价值的实现，而是致力于将人类的情感、欲望、孤独与焦虑等主观体验直接转化为可交易、可增殖的资本要素。该论文基于马克思主义政治经济学原理，对情绪经济驱动电子商务发展的本质、过程与矛盾进行系统性分析。通过揭示情感商品化的资本增殖逻辑，从劳动过程、价值实现、资本循环三个维度，系统剖析了情绪经济在电子商务中的价值创造机制，揭示了其通过制造情感使用价值幻象、加速商品惊险跳跃、缩短资本周转时间等路径促进电商发展的内在逻辑。在此基础上，论文深刻批判了这种发展模式所引发的四重异化：情感异化、消费异化、社会关系异化以及情感劳动者异化。最终，论文反思了超越这种异化发展模式的可能性，主张回归使用价值与人的真实需要，构建非商品化的情感共同体，以实现电子商务的健康发展与人的情感解放。

Abstract: In the era of digital capitalism, the evolution of e-commerce has taken on a new form: emotional economy. It no longer merely focuses on the realization of the use value of goods, but instead aims to directly convert subjective experiences such as human emotions, desires, loneliness, and anxiety into tradable and proliferating capital elements. This paper, based on the principles of Marxist political economy, conducts a systematic analysis of the essence, process, and contradictions of the development of e-commerce driven by emotional economy. By revealing the capital expansion logic of emotional commodification, it systematically examines the value creation mechanism of emotional economy in e-commerce from three dimensions: the labor process, value realization, and capital circulation. It reveals the internal logic by which emotional economy promotes e-commerce development through creating illusions of emotional use value, accelerating risky jumps of goods, and shortening the capital turnover time. On this basis, the paper profoundly criticizes the fourfold alienation caused by this development model: emotional alienation, consumption alienation, social relationship alienation, and emotional laborer alienation. Finally, the paper reflects on the possibility of transcending this alienated development model and advocates returning to the use value and the real needs of people, building an uncommodified emotional community, in order to achieve the healthy development of e-commerce and the liberation of people’s emotions.