论电商评价体系对消费认知的影响

On the Impact of E-Commerce Evaluation Systems on Consumer Perceptions

摘要: 电子商务评价体系已然从一种辅助工具逐步转变成能够重塑消费认知的重要基础设施。评价体系的内涵所发生的演变以及其具备的多维影响机制展开剖析，进而将其对消费认知所施行的结构性干预揭示出来。当前在这方面面临着诸如算法黑箱、真实性链式断裂等困境，因此提出要以环境正义原则作为纲领，构建起一个涵盖制度约束、技术赋能、主体觉醒的治理框架，以此推动消费认知重新回归到人本需求的本质上去。

Abstract: The e-commerce evaluation system has evolved from a supplementary tool into a critical infrastructure capable of reshaping consumer perception. This paper analyzes the evolution of the evaluation system's underlying principles and its multi-dimensional influence mechanisms, thereby revealing the structural interventions it imposes on consumer perception. Currently, challenges such as algorithmic black boxes and disruptions in the chain of authenticity exist in this area. Therefore, it is proposed to adopt the principle of environmental justice as a guiding framework, establishing a governance framework that encompasses institutional constraints, technological empowerment, and the awakening of stakeholders. This framework aims to reorient consumer perception back to the essence of human-centered needs.