The new forms of online shopping driven by internet development have enhanced consumer convenience, while also giving rise to a series of issues related to consumer alienation. This study, from the perspective of Marxist theory of alienation, systematically analyzes various forms of alienation present in online virtual consumption, including the alienation between consumer goods and consumers, the alienation between consumption behavior and consumers, the alienation of the species-being of consumers, and the alienation in interpersonal relationships. Furthermore, it explores the underlying mechanisms of these phenomena from three dimensions: technological iteration, capital operation, and the penetration of consumer culture. On this basis, solutions are proposed in three aspects—technological governance, capital guidance, and the reconstruction of consumer subjectivity—providing theoretical reflections and practical insights that can serve as valuable references for promoting rational online consumption and curbing trends of consumer alienation.
Hu Ting (Wed,) studied this question.
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