马克思主义消费观视域下青年直播电商非理性消费行为引导路径研究

Research on the Guidance Path of Irrational Consumption Behavior among Youth in Livestream E-Commerce from the Perspective of the Marxist View of Consumption

摘要: 直播电商作为数字经济的重要业态，已成为青年群体消费的主要场景，由此引发的冲动消费、攀比消费与透支消费等非理性问题日益凸显。本文以马克思主义消费观为理论视角，运用文献分析法与案例分析法，系统梳理青年在直播电商场景中的非理性消费表现及其生成机制。研究表明，此类行为受资本逻辑驱动、消费主义思潮渗透、平台算法机制诱导以及青年消费认知不成熟等多重因素影响，呈现出典型的消费异化特征。基于此，从价值引领、行业规范、教育协同与制度保障等层面提出针对性引导策略。本研究有助于引导青年树立理性健康的消费观念，防范消费异化风险，同时为推动直播电商行业规范有序发展提供理论参考与实践思路。

Abstract: As a significant form of the digital economy, livestream e-commerce has become a primary consumption scenario for young people, giving rise to increasingly prominent issues of impulsive consumption, conspicuous consumption, and overconsumption. From the theoretical perspective of the Marxist view of consumption, this paper employs literature analysis and case study methods to systematically examine the manifestations and underlying mechanisms of irrational consumption behavior among youth in livestream e-commerce contexts. Research indicates that such behavior is driven by multiple factors, including the logic of capital, the penetration of consumerism, the inducement of platform algorithms, and the immaturity of young consumers’ cognitive frameworks, exhibiting typical characteristics of consumption alienation. Accordingly, targeted guidance strategies are proposed from the dimensions of value orientation, industry regulation, educational collaboration, and institutional safeguards. This study contributes to guiding young people toward rational and healthy consumption concepts, preventing risks associated with consumption alienation, while offering theoretical reference and practical insights for promoting the orderly and standardized development of the livestream e-commerce industry.