电子商务行业“职场内卷”话语的建构逻辑——基于小红书电商从业者评论的扎根理论分析

The Construction Logic of “Workplace Involution” Discourse in the E-Commerce Industry—A Grounded Theory Analysis Based on Comments from E-Commerce Practitioners on Xiaohongshu

摘要: 电商职场内卷已成为制约行业健康发展的突出问题，引发从业者身心损耗与企业低效内耗。为揭示其深层机制与应对路径，本研究爬取了小红书平台467条“电商内卷”“直播加班”“大促透支”相关有效评论为研究样本，运用扎根理论方法开展实证研究。通过扎根理论的开放式编码、主轴编码与选择性编码，提炼出6个电商专属主范畴，构建“电商行业职场内卷的动态循环与反卷响应”四层闭环模型，并用文本分析工具进行验证。研究发现，电商职场内卷是“平台算法驱动–组织考核绑架–个体行为异化–身心代价累积”的动态循环，核心诱因包括GMV单一考核、大促节点透支、跨部门协作内耗、算法迭代压力等，而反卷行为呈现个体拒绝超长直播、集体协商大促排班、数字化工具减负等多元化特征且具有积极效应。基于研究结果，从电商平台规则优化、企业制度设计、从业者行为调适、行业协同监管四个维度，提出针对性去内卷化解决方案，为构建高效、公平、健康的电商职场生态提供理论支撑与实践参考。

Abstract: Workplace involution in the e-commerce industry has become a prominent issue restricting the healthy development of the sector, causing physical and mental exhaustion among practitioners and inefficient internal friction within enterprises. To uncover its underlying mechanisms and response pathways, this study crawled 467 valid comments related to “e-commerce involution”, “live-streaming overtime”, and “peak promotion burnout” from the Xiaohongshu platform as research samples, and conducted empirical research using the grounded theory method. Through open coding, axial coding, and selective coding of grounded theory, 6 e-commerce-specific core categories were extracted, and a four-layer closed-loop model titled “Dynamic Cycle and Anti-involution Response of Workplace Involution in the E-commerce Industry” was constructed, which was verified by text analysis tools. The study reveals that e-commerce workplace involution is a dynamic cycle characterized by “platform algorithm-driven → organizational assessment coercion → individual behavior alienation → physical and mental cost accumulation”. Key triggers include single-dimensional GMV assessment, excessive strain from peak promotion periods, cross-departmental collaboration friction, and algorithm iteration pressure. In contrast, anti-involution behaviors exhibit diverse features—such as individuals refusing overly long live streams, collective negotiation of peak promotion schedules, and burden reduction via digital tools—and yield positive effects. Based on the findings, targeted solutions to alleviate involution are proposed from four dimensions: optimizing e-commerce platform rules, designing enterprise systems, adjusting practitioners’ behaviors, and enhancing industry collaborative supervision. This research provides theoretical support and practical references for building an efficient, fair, and healthy workplace ecosystem in the e-commerce industry.