电商主播劳动的价值创造与剥削机制研究——基于马克思劳动价值论视角
Research on Value Creation and Exploitation Mechanisms of E-Commerce Live Streamers’ Labor—A Perspective Based on Marx’s Labor Theory of Value

随着数字经济的深化发展，电子商务通过与各大直播平台融合，以实时交互促消费的形式，重构了商品的流通模式，主播也成为驱动电商行业发展的新兴主体，但随着资本的涌入其劳动价值存在被剥削现象。本文以马克思劳动价值论为框架，从抽象劳动和具体劳动分析电商主播的劳动价值，并基于剩余价值分析电商主播劳动的剥削机制，并提出重构劳动分配体系，技术赋能以及流量普惠等“扬弃”剥削机制的路径，推动电商主播劳动权益保障的可持续发展。
With the deepening development of the digital economy, e-commerce has restructured commodity circulation patterns through its integration with live-streaming platforms, utilizing real-time interaction to drive consumption. Live streamers have emerged as pivotal agents driving the growth of the e-commerce industry. However, the influx of capital has led to the systemic exploitation of their labor value. Framed by Marx’s labor theory of value, this study analyzes the labor value of e-commerce live streamers through the dual dimensions of abstract labor and concrete labor, and investigates the mechanisms of exploitation rooted in surplus value extraction. By proposing pathways such as reconstructing labor distribution systems, leveraging technological empowerment, and implementing equitable traffic allocation to achieve the “sublation” of exploitation mechanisms, this research aims to advance the sustainable protection of labor rights for e-commerce live streamers.