AI生成内容时代的在线评论生态危机与协同治理机制研究

Research on the Online Review Ecological Crisis and Collaborative Governance Mechanisms in the Era of AI-Generated Content

摘要: 生成式人工智能(AIGC)技术的爆发式发展，正以前所未有的深度和广度重塑数字内容的生产与传播范式。本研究旨在系统探究AIGC诱发的在线评论生态危机及其协同治理机制，通过系统剖析人工智能生成内容对电商评论生态在信息质量、消费者信任、市场效率及平台治理四个维度构成的系统性冲击，揭示其通过“信息污染”引发“信任危机”、最终导致“市场失灵”的内在机理。基于此，本文提出了一个涵盖技术规制、平台责任、法律监管和社会监督的协同治理框架，并设计了具体可行的治理机制。本研究认为，应对AIGC时代的评论生态危机，必须超越单一主体、单一维度的传统治理思维，构建多元主体协同、多维度联动的新型治理范式。

Abstract: The explosive development of generative artificial intelligence (AIGC) technology is reshaping the production and dissemination paradigms of digital content with an unprecedented depth and breadth. This study aims to systematically explore the online review ecological crisis induced by AIGC and its collaborative governance mechanisms. By comprehensively analyzing the systematic impacts of AI-generated content on the e-commerce review ecosystem across four dimensions—information quality, consumer trust, market efficiency, and platform governance—it reveals the inherent mechanism through which “information pollution” triggers a “trust crisis” and ultimately leads to “market failure.” Based on this, this paper proposes a collaborative governance framework encompassing technological regulation, platform responsibility, legal supervision, and social oversight, along with designing specific and feasible governance mechanisms. This study argues that to address the review ecological crisis in the AIGC era, it is essential to transcend traditional governance thinking centered on a single entity or dimension and instead construct a new governance paradigm characterized by multi-entity collaboration and multi-dimensional interaction.