数字资本逻辑下直播带货新模式研究
Research on the New Model of Livestream E-Commerce under the Logic of Digital Capital

在数字经济深度重构全球生产关系的背景下，直播带货已成为数字技术与资本逻辑融合的典型场域。本文运用马克思主义政治经济学视角，系统分析直播带货新模式的运行机制，尤其聚焦其游戏化交互设计中的技术权力扩张、数据资产产权模糊与消费理性扭曲等深层矛盾。通过剖析“颜色对对碰”“推推乐”等直播带货新机制背后的资本增殖逻辑，揭示数字平台如何借助算法霸权实现对消费时空和用户行为的殖民化控制。文章倡导通过平台算法透明化、数据收益共享和游戏化设计伦理审查，构建技术民主化治理框架，以实现数字经济时代生产关系的公平重塑，推进数字经济可持续健康发展。
In the context of the digital economy’s profound restructuring of global production relations, livestream e-commerce has emerged as a key arena where digital technologies and capital logic converge. This paper adopts a Marxist political economy perspective to systematically analyze the operational mechanisms of new livestreaming e-commerce models, focusing particularly on the deeper contradictions such as the expansion of algorithmic power, ambiguity in data ownership, and the distortion of consumer rationality driven by gamified interaction designs. By dissecting the logic of capital accumulation behind the new mechanisms of livestreaming e-commerce such as “Color Matching” and “Push Game,” this study reveals how digital platforms use algorithmic dominance to achieve colonial control over the temporal and spatial dimensions of consumption and user behavior. The article advocates for the construction of a democratic governance framework for technology through platform algorithm transparency, data revenue sharing, and ethical review of gamification design. This is aimed at achieving a fair reshaping of production relations in the digital economy era and promoting the sustainable and healthy development of the digital economy.