直播电商拟亲属关系的信任风险生成机制研究

A Study on the Trust Risk Generation Mechanism of Quasi-Kinship in Live Streaming E-Commerce

摘要: 本文聚焦直播电商中拟亲属关系的信任危机生成机制，揭示平台资本主义通过技术中介对传统社会关系的系统性异化。研究指出，在算法驱动下，情感劳动的商品化、差序格局的算法化与信任资本的透支化构成风险演化的三重逻辑。研究通过“情感绑定–算法助推–信任崩坏”三阶段演变，指出平台资本将情感劳动、差序格局异化为流量增殖工具，最终导致数字亲密关系的工具化本质暴露。研究突破传统技术赋能视角，提出需构建技术规制、制度约束与认知重塑的三维治理体系，通过解构算法与情感的畸形耦合实现数字信任生态重建，为平台经济可持续发展提供理论依据。该分析不仅揭示了数字资本主义对社会关系的殖民逻辑，也为理解液态现代性中的信任困境提供了动态演化框架。

Abstract: This study investigates the trust crisis generation mechanism of quasi-kinship in live streaming e-commerce, revealing how platform capitalism systematically alienates traditional social relations through technological mediation. The research identifies a tripartite logic driving risk evolution under algorithmic governance: the commodification of emotional labor, the algorithmicization of the “differential order”, and the overdraft of trust capital. By analyzing the three-stage evolution of “emotional bonding-algorithmic amplification-trust collapse,” the study demonstrates how platform capital instrumentalizes emotional labor and relational hierarchies as tools for traffic proliferation, ultimately exposing the exploitative nature of digital intimacy. Moving beyond the conventional “technological empowerment” paradigm, the study proposes a three-dimensional governance framework integrating technical regulation, institutional constraints, and cognitive restructuring. This approach aims to deconstruct the pathological coupling of algorithms and emotions to rebuild digital trust ecosystems, offering theoretical foundations for sustainable platform economies. The analysis not only uncovers the colonizing logic of digital capitalism over social relations but also provides a dynamic evolutionary framework for understanding trust dilemmas in liquid modernity.