社交电商用户信任建立的行为路径研究

Study on Behavioral Pathways for Trust Building among Social Commerce Users

摘要: 社交电商就是“社交” + “电商”，即社交媒体与电子商务的相互嵌入、相互融合的模式。在社交电商快速发展的背景下，用户信任缺失成为不容忽视的问题，其表现为复购率低、虚假宣传与售后低效等问题。本研究构建认知、情感、制度信任三层分析框架，结合信息获取、社交互动、决策购买三维行为特征，揭示信息不对称、评价失真、客服滞后等信任问题，针对这些问题提出全链路策略。信任构建本质是降低用户认知成本，需要聚焦认知、情感、制度触点，为社交电商突破信任壁垒提供理论与实践参考。面对技术赋能与跨境挑战，未来研究可探索效率与风险平衡路径。

Abstract: Social commerce, a model integrating “social” and “e-commerce”, represents the mutual embedding and integration of social media and e-commerce. Against the backdrop of its rapid development, user trust deficiency has emerged as a core bottleneck, manifesting in issues such as low repurchase rates, false advertising, and inefficient after-sales services. This study constructs a three-layer analytical framework of cognitive trust, emotional trust, and institutional trust, combining behavioral characteristics across three dimensions—information acquisition, social interaction, and decision-making purchase—to identify trust barriers including information asymmetry, evaluation distortion, customer service delays, and lack of transaction protection. In response, full-link strategies are proposed. The essence of trust building lies in reducing users’ cognitive costs by focusing on “perceivable, verifiable, and traceable” touchpoints, providing theoretical and practical references for social commerce to break through trust barriers. Facing challenges of technological empowerment and cross-cultural trust, future research may explore pathways to balance efficiency and risk.