数字经济时代社交电商信任机制的形成机理研究——基于平台–商家–消费者多主体互动视角

Study on the Formation Mechanism of Trust in Social E-Commerce in the Era of Digital Economy—From the Perspective of Multi-Agent Interaction among Platforms, Merchants and Consumers

摘要: 在数字经济快速发展的背景下，一种新兴的电子商务模式——社交电商，由兴起发展到兴盛，它的信任机制的形成对电商行业可持续发展，起到非常重要的作用。本文基于平台–商家–消费者的多主体互动视角，系统全面地分析社交电商信任机制的形成机理，旨在为社交电商平台的信任构建提供理论支持和实践指导。研究发现，平台的技术和数据安全保障、商家的信誉积累、消费者的参与反馈以及三者之间的互动关系，共同构成了社交电商信任机制的核心要素。从信任的构建、传递和反馈等方面出发，通过优化平台治理、强化商家自律、提升消费者参与度，可以有效增强社交电商的信任水平，推动行业的健康发展。

Abstract: Against the backdrop of the rapid development of the digital economy, social e-commerce, as an emerging e-commerce model, relies heavily on the formation of its trust mechanism for the sustainable development of the industry. From the perspective of multi-agent interaction among platforms, merchants, and consumers, this paper systematically analyzes the formation mechanism of the trust mechanism in social e-commerce, aiming to provide theoretical support and practical guidance for trust construction on social e-commerce platforms. The study reveals that the core elements of the social e-commerce trust mechanism are jointly composed of platforms’ technical and data security guarantees, merchants’ reputation accumulation, consumers’ participation and feedback, and the interaction among the three parties. By optimizing platform governance, strengthening merchants’ self-discipline, and enhancing consumers’ participation, the trust level of social e-commerce can be effectively improved in terms of trust construction, transmission, and feedback, thereby promoting the healthy development of the industry.