平台权力、合约约束与内卷化：大学生直播电商创业困境与治理

Platform Power, Contractual Constraints, and Involution: Dilemmas and Governance of College Students’ Livestream E-Commerce Entrepreneurship

摘要: 大学生直播电商创业困境并非仅仅是个体能力不足所致，而是平台权力、合约约束与圈层内卷三重结构性力量共同作用的结果。文章采用多案例研究法，整合媒体报道、司法判例与行业数据，系统剖析困境生成机理。研究发现：平台依托算法黑箱构建流量锁定机制，使大学生主播陷入可见而不可及的成长瓶颈；MCN机构利用格式合同构筑“签约–履约负债–解约索赔”的闭环陷阱；行业增速放缓与从业者激增叠加催生内卷化竞争，导致报酬递减与劳动异化。三重困境与大学生学业身份、经验匮乏、风险抵御力弱等特质相互交织、彼此放大，由此暴露出行业劳动权益保障与合约监管的结构性短板。据此，构建算法透明度第三方规制、格式合同管控、行业生态优化三位一体的治理框架，能为破解大学生直播电商创业困局、推动行业规范化发展提供理论与实践参考。

Abstract: The entrepreneurial dilemmas of college students in livestream e-commerce are not merely the result of individual capability deficiencies, but rather the combined outcome of three structural forces: platform power, contractual constraints, and involution within groups. Employing a multi-case study method, this research integrates media reports, judicial precedents, and industry data to systematically analyze the formation mechanism of these dilemmas. The findings reveal that platforms construct a traffic-locking mechanism through algorithmic black boxes, trapping college student anchors in a growth bottleneck that is visible yet unattainable. MCN agencies utilize standard-form contracts to build a closed-loop trap of “signing - performance indebtedness - termination and claim for damages”. The slowdown of industry growth coupled with a surge of practitioners triggers involutionary competition, leading to diminishing returns and labor alienation. The threefold dilemmas intertwine and amplify with the traits of college students—such as their student status, lack of experience, and weak risk resilience—thus exposing the structural shortcomings in the industry’s labor rights protection and contract regulation. Accordingly, a tripartite governance framework encompassing third-party algorithmic transparency regulation, standard-form contract control, and industrial ecological optimization is constructed. This framework can provide theoretical and practical references for resolving the entrepreneurial predicaments of college students in livestream e-commerce and promoting the standardized development of the industry.