生成式人工智能在电商中的伦理风险与治理机制研究

Research on the Ethical Risks and Governance Mechanisms of Generative Artificial Intelligence in E-Commerce

摘要: 在数字经济迅猛发展的时代背景下，生成式人工智能在电商领域得到广泛应用，重塑购物体验、优化运营模式，为行业发展注入新活力。然而，其应用也引发了诸多伦理问题，如数据隐私泄露、算法偏见、虚假信息传播等，这些问题威胁消费者权益、破坏市场公平竞争环境，对社会稳定与可持续发展构成挑战。但目前学界对该领域伦理风险的探讨尚处于起步阶段，缺乏系统性治理策略研究。本研究综合运用多学科理论与方法，深入剖析生成式人工智能在电商应用中的伦理风险根源，并从技术、法律、行业、教育层面构建系统性治理机制。研究表明，生成式人工智能在电商发展中利弊共存，需通过优化算法、完善法规、加强行业自律以及提升相关主体素养等措施，规范其在电商中的应用。本研究为电商行业合理应用生成式人工智能提供理论支持与实践指导，推动行业在伦理规范框架内实现可持续创新发展。

Abstract: In the context of the rapid development of the digital economy, generative artificial intelligence has been widely applied in the e-commerce field, reshaping the shopping experience and optimizing operational models, thereby injecting new vitality into the industry. However, its application has also raised numerous ethical issues, such as data privacy breaches, algorithmic bias, and the spread of false information. These problems threaten consumer rights, undermine fair market competition, and pose challenges to social stability and sustainable development. Nevertheless, academic discussions on the ethical risks in this field are still in their infancy, lacking systematic research on governance strategies. This study comprehensively employs theories and methods from multiple disciplines to deeply analyze the root causes of ethical risks in the application of generative artificial intelligence in e-commerce, and constructs a systematic governance mechanism from the perspectives of technology, law, industry, and education. The research indicates that generative artificial intelligence in e-commerce development has both advantages and disadvantages, and its application in e-commerce should be regulated through measures such as optimizing algorithms, improving regulations, strengthening industry self-discipline, and enhancing the ethical awareness of relevant stakeholders. This study provides theoretical support and practical guidance for the rational application of generative artificial intelligence in the e-commerce industry, promoting sustainable and innovative development within an ethical framework.