关键词: 数字消费, 身份认同, 数字伦理

Abstract:

Consumption constitutes a crucial means of shaping and manifesting people’s identity. In the digital era， technological advancements have driven the transformation of consumption into digital consumption， leading to corresponding changes in people’s identity. Digital consumption has led to the alienation of people’s identity， which is prominently manifested in three forms of alienation： the symbolization of digital consumption has masked people’s authentic identity needs， resulting in the disguised alienation of identity； the surveillance of digital consumption has eroded people’ identity autonomy， resulting in osmotic alienation of identity； and the entertainment-oriented nature of digital consumption has diminished identity sensibility， resulting in addictive patterns of alienation. In this regard， it is imperative to cultivate independent consciousness to satisfy people’s authentic identity needs， establish regulated consumption norms to safeguard people’s identity autonomy， and foster rational value systems to enhance people’s identity sensibility， thereby achieving the transcendence of alienation and ethical construction of identity in the field of digital consumption.

Key words: digital consumption, identity, digital ethics