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.