【摘要】 数字化时代的来临与经济社会的高度重合深刻地改变着我们社会生活的同时也在深刻影响着人们的思想观念和思维方式，而受大数据推介技术所宰制下的很多消费者进行网络消费时变得不再基于其现实需求，消费行为渐渐变为一种消极的异化偏离。在本质上，那些被符号化的商品价值与层出不穷的消费陷阱深刻影响着“赤裸的”消费者，陷入被动的消费环境中产生虚假的自我认同。而消费主义甚嚣尘上带来的消费异化现象，将不利于我们社会主义市场经济的健康发展，因此，必须要打破“资本逻辑”的宰制，在数字技术开发与应用的实践过程中促进技术开发与应用者内在德行的培育，督促市场监管部门用好“看得见的手”加强市场管控，广大消费者还应树立绿色消费理念主动构建理性思维抵御网络消费异化。更多还原

【Abstract】 The advent of the digital age and the high degree of overlap between the economy and society have profoundly changed our social life and also profoundly affected people’s ideas and ways of thinking. Many consumers, who are dominated by big data promotion technology, are consuming online. Becoming no longer on its actual needs, consumption behavior gradually becomes a negative alienation deviation. In essence, those symbolized commodity values and endless consumption traps have a profound impact on“naked”consumers, resulting in false self-identification in a passive consumption environment. And the phenomenon of consumption alienation brought about by the rampant consumerism will be detrimental to the healthy development of our socialist market economy.Therefore, it is necessary to break the dominance of “capital logic”, promote the cultivation of the inherent virtues of technology developers and applicators in the practice of digital technology development and application, and urge market regulatory departments to use their “visible hands”to strengthen market control. Consumers should also establish the concept of green consumption and take the initiative to build rational thinking to resist the alienation of online consumption.更多还原