元宇宙生态下电子商务信任机制的范式重构与动态演化研究

A Study on Paradigm Reconstruction and Dynamic Evolution of E-Commerce Trust Mechanisms in the Metaverse Ecosystem

摘要: 在虚拟现实技术蓬勃发展的今天，元宇宙作为新兴的商业模式受到多方的关注。而被元宇宙生态影响最大的莫过于电子商务。元宇宙所赋予的可视性、沉浸性、交互性、真实性给予了电商发展巨大的机遇。但目前元宇宙生态下电子商务信任机制仍然被传统电商所束缚，亟需理论上的指导去形成适合于元宇宙电商的信任机制。文章研究分析了当前元宇宙电商所具有的三大特征：空间维度的虚实融合特性、交易对象的非物质化转型、组织形态的去中心化变革，指出其信任困境源于身份信任的虚拟化挑战、商品信任的非物质化悖论及制度信任的跨维度断层。对此基于“技术–制度–文化–伦理”的四维理论框架，系统的说明了元宇宙生态下电子商务信任机制的重构路径与策略以及动态演化规律，认为信任机制必须从技术、制度、文化、伦理四个维度去进行重构。同时分析了信任机制的动态演化驱动因素，发现技术迭代、需求变化与市场竞争加剧在其中的重要影响，提出“基础构建期–生态协同期–智能赋能期”的三阶段动态演化模型，强调在演化过程中必须关注技术垄断问题与数字成瘾风险，运用相关策略营造健康和谐的元宇宙电商发展环境。

Abstract: In the current rapidly developing virtual reality technology environment, metaverse has attracted wide attention due to its new business model. E-commerce is the most affected industry. The visibility, immersion, interaction and authenticity provided by the metaverse have offered unlimited opportunities for the development of e-commerce. However, the trust mechanism of metaverse ecosystem is still limited by traditional e-commerce. Therefore, theoretical support is needed to guide the construction of trust mechanism of metaverse e-commerce. This article takes the three characteristics of current metaverse e-commerce into account, which are the virtual and real combination in space definition, non-material form of transaction object and decentralization of organization. It finds that the trust dilemma stems from identity trust virtualization, the paradox of non-material product trust and institutional trust cross-dimension. Based on the four-dimensional theoretical framework of “technology-institutional-cultural-ethical”, this article systematically discusses the reconstruction paths, strategies and dynamic evolution patterns of trust mechanism of e-commerce in metaverse ecosystem. The article believes that the trust mechanism should be reconstructed in four dimensions, including technology, institution, culture and ethics. In addition, this paper analyzes the driving factors of dynamic evolution of trust mechanism. The driving factors of dynamic evolution of trust mechanism include technological iteration, change of demand and strengthened market competition. The paper proposes a three-stage dynamic evolution model—“foundation-building phase, ecological synergy phase, intelligent empowerment phase”—during which, the problems of technological monopoly and digital addiction risks should be paid attention. The relevant strategies should be adopted to create a healthy and harmonious development of metaverse e-commerce.