The Influence of E-Commerce Live-Streaming Marketing on Consumer Behavior and Guiding Strategies from the Perspective of Marxist Consumption Theory

本文基于马克思主义消费理论，系统分析了电商直播营销对当代消费行为的双重影响及其引导策略。从马克思主义消费本质出发，揭示了消费的经济学和哲学的含义，阐述了生产与消费的辩证关系。分析发现电商直播营销在拓展消费选择、提升消费体验和促进消费升级方面具有积极作用，但同时也引发了冲动消费激增、消费观念扭曲和消费权益受损等负面效应。针对电商直播营销中的消费异化现象，从政府层面、电商平台层面和消费者主体提出相应的引导策略，以期推动数字经济时代消费关系的健康发展，实现消费质量的提升。This article is based on Marxist consumption theory and systematically analyzes the dual impact of e-commerce live streaming marketing on contemporary consumer behavior and its guiding strategies. Starting from the essence of Marxist consumption, this article reveals the economic and philosophical meanings of consumption, and elaborates on the dialectical relationship between production and consumption. Analysis has found that e-commerce live streaming marketing has a positive effect in expanding consumer choices, enhancing consumer experience, and promoting consumer upgrading, but at the same time, it has also triggered negative effects such as a surge in impulse consumption, distorted consumer attitudes, and damage to consumer rights. In response to the phenomenon of consumer alienation in e-commerce live streaming marketing, corresponding guidance strategies are proposed from the government level, e-commerce platform level, and consumer subject level, in order to promote the healthy development of consumer relations in the digital economy era and achieve the improvement of consumer quality.