从商品交换到数据交换：电商平台价值形态的演变

From Commodity Exchange to Data Exchange: The Evolution of the Value Form of E-Commerce Platforms

摘要: 电商平台的兴起推动了价值形态由以商品交换为中心向以数据流通为核心的深刻转变。基于马克思主义政治经济学批判视角，本文对这一转型的内在机制及其结构性矛盾进行了分析。研究认为，平台经济并未消解商品交换的基本矛盾，而是在数字技术条件下将其延伸并强化于数据层面：数据逐步成为价值的重要承载形式，平台通过对数据资源的集中控制形成新的垄断结构，用户则在不被计酬的情况下参与数据生产过程。与此同时，以“免费服务”为表征的运行模式，实际上重构了剩余价值获取路径，并在一定程度上掩蔽了其剥削关系。从商品拜物教向数据拜物教的转变，表明资本逻辑在数字条件下的延续与变形。对这一过程的系统考察，有助于深化对数字资本主义的批判性认识，并为探索更加公平的数据治理路径提供理论支撑。

Abstract: The rise of e-commerce platforms has driven a profound transformation of the value form, shifting from commodity exchange-centered to data circulation-centered. From the perspective of Marxist political economy critique, this paper analyzes the internal mechanism and structural contradictions of this transformation. The study argues that the platform economy has not eliminated the basic contradictions of commodity exchange, but extended and intensified them at the data level under the conditions of digital technology: data has gradually become an important carrier of value, platforms have formed a new monopoly structure through the centralized control of data resources, and users participate in the data production process without remuneration. Meanwhile, the operation mode characterized by “free services” has actually reconstructed the path of surplus value acquisition and concealed its exploitative relationship to a certain extent. The shift from commodity fetishism to data fetishism indicates the continuation and transformation of capital logic under digital conditions. A systematic investigation of this process helps to deepen the critical understanding of digital capitalism and provide theoretical support for exploring a fairer path of data governance.