异化消费理论视域下的直播带货研究

Research on Live Streaming Sales from the Perspective of Alienated Consumption Theory

当前,网红直播带货已经成为电商新热点,不管是销售额还是利润率都远超实体店和以搜索流量为主的传统电商。一方面,高销售额和利润率的折射出一批具有“异化”特征的消费者,“异化”消费者只追求物质方面的享受而忽略精神方面的追求,没有批判性思维而成为“单向度的人”;“异化”消费者还存在热衷于超前消费和符号消费,受资本奴役沉溺于虚假消费的满足,受到消费主义意识形态的操控,失去了自我意识和对本真生存意义的追求。另一方面,“直播带货”在资本逻辑的掌控下蕴含着向违法甚至犯罪行为过渡的可能性,电商从业者自身应该保持充分警惕,规范自身销售行为,主动承担社会责任,引导消费者适度、理性消费。Currently, live streaming e-commerce with internet celebrities has become a new hot topic in e-commerce, with sales and profit margins far exceeding those of physical stores and traditional e-commerce that mainly rely on search traffic. On the one hand, high sales and profit margins reflect a group of consumers with “alienation” characteristics. “Alienated” consumers only pursue material enjoyment and ignore spiritual pursuits, without critical thinking and become “one-dimensional people”;Alienated consumers still have a passion for advanced and symbolic consumption, are enslaved by capital and indulge in the satisfaction of false consumption, are manipulated by consumerism ideology, and lose self-awareness and the pursuit of true survival significance. On the other hand, “live streaming sales” contains the possibility of transitioning to illegal or even criminal behavior under the control of capital logic. E-commerce practitioners should remain fully vigilant, regulate their sales behavior, actively assume social responsibility, and guide consumers to consume moderately and rationally.