马克思主义劳动价值论视角下电商“好评返现”现象批判

Critique of the “Positive Review for Cash Rebate” Phenomenon in E-Commerce from the Perspective of Marxist Labor Theory of Value

摘要: 本文以马克思主义劳动价值论为分析框架，旨在揭示电商“好评返现”背后的数字劳动剥削本质与市场信用扭曲机制，弥补现有研究缺乏政治经济学深层批判的不足。研究认为，“好评返现”是平台资本将消费者评价转化为非雇佣型数字劳动、以小额返还无偿占有剩余价值的异化现象，其不仅造成劳动四重异化与分配不公，更扭曲价值规律、破坏市场信用体系，是平台资本主义内在矛盾的集中体现。现行法律治理仅停留在不正当竞争规制层面，未触及劳动剥削根源；唯有从数字劳动确权、数据产权重构、平台责任强化等方面推进制度变革，才能从根本上规范该现象，构建公正的数字经济秩序。

Abstract: Based on the Marxist labor theory of value, this paper aims to reveal the nature of digital labor exploitation and the distortion mechanism of market credit behind e-commerce “cashback for good reviews”, and to make up for the lack of in-depth political economy criticism in existing studies. The study concludes that “cashback for good reviews” is an alienated phenomenon in which platform capital transforms consumers’ reviews into non-employed digital labor and appropriates surplus value for free through small-sum rewards. It not only results in four dimensions of labor alienation and unfair distribution, but also distorts the law of value and undermines the market credit system, representing the concentrated embodiment of the inherent contradictions of platform capitalism. The current legal governance only addresses unfair competition, failing to touch the root cause of labor exploitation. Only by promoting institutional reform in terms of the confirmation of digital labor rights, reconstruction of data property rights, and strengthening of platform responsibilities can this phenomenon be fundamentally regulated and a fair digital economic order be established.