The Logic of Consumerism Culture on E-Commerce Platforms in the Digital Technology Era—An Analysis Based on Marxist Theory of Alienation

数字技术助推消费主义文化形态发生深度转型，电子商务平台借助算法推荐、场景化营销等技术手段，构建了以数据驱动为核心的新型消费主义文化生态。平台通过精准用户推荐、符号价值的幻象制造、虚拟体验的身份建构，将消费行为转化为资本增殖的工具，导致劳动异化、消费异化与人的本质异化三重困境。通过马克思异化理论深度剖析电商平台消费主义现象，对于构建以人为本的数字消费生态、推动消费文化向满足人的全面发展需求回归具有重要的现实意义。Digital technology has driven a profound transformation in the cultural form of consumerism. E-commerce platforms, leveraging algorithmic recommendations, contextual marketing and other technological means, have constructed a new consumerist cultural ecosystem centered on data-driven approaches. Through precise user recommendations, the creation of illusory symbolic values, and the construction of virtual identity experiences, these platforms have transformed consumption behavior into a tool for capital accumulation, leading to a triple predicament of labor alienation, consumption alienation, and the alienation of human essence. A deep analysis of the consumerist phenomenon on e-commerce platforms through Marx’s theory of alienation is of significant practical importance for building a people-oriented digital consumption ecosystem and promoting the return of consumption culture to meeting the all-round development needs of individuals.