电子商务促进社会公平的路径与局限——基于三类弱势群体居家就业的多案例研究

The Path and Limitations of E-Commerce in Promoting Social Equity—A Multi-Case Study Based on Home-Based Employment of Three Types of Vulnerable Groups

摘要: 在数字经济赋能社会治理的大背景下，电子商务为弱势群体打破传统就业壁垒、实现居家就业开辟了新路径，成为推动社会公平的关键力量。本文以可行能力理论和社会排斥–数字包容模型为理论基础，选取阿里巴巴“云客服”(残障人士)、快手“幸福乡村带头人计划”(农村女性)、闽宁禾美电商帮扶车间(低收入弱势群体)三个典型案例，运用多案例研究方法，系统剖析电子商务对不同弱势群体居家就业的赋能机制、社会公平价值及实践局限。研究发现，电商借助技术适配、门槛降低、资源整合三大机制为弱势群体居家就业赋能，在机会公平、收入公平、社会包容维度助力社会公平实现；但同时也面临数字鸿沟、平台责任缺失、政策保障不足等共性问题。最后，从基础设施建设、政策体系完善、多方协作机制构建三个层面提出优化建议，为电商更有效地服务社会公平提供理论参考与实践路径。

Abstract: Under the backdrop of digital economy empowering social governance, e-commerce has opened up a new path for disadvantaged groups to break through traditional employment barriers and achieve home-based employment, becoming a key force in promoting social equity. This paper, based on the capability approach theory and the social exclusion—digital inclusion model, selects three typical cases: Alibaba’s “Cloud Customer Service” (for people with disabilities), Kuaishou’s “Happy Village Leader Program” (for rural women), and the Minning Hemei E-commerce Assistance Workshop (for low-income disadvantaged groups). By using the multi-case study method, it systematically analyzes the empowerment mechanisms, social equity values, and practical limitations of e-commerce in enabling different disadvantaged groups to achieve home-based employment. The research finds that e-commerce empowers disadvantaged groups to achieve home-based employment through three mechanisms: technology adaptation, threshold reduction, and resource integration, and contributes to the realization of social equity in terms of opportunity equity, income equity, and social inclusion. However, it also faces common problems such as the digital divide, lack of platform responsibility, and insufficient policy support. Finally, it proposes optimization suggestions from three aspects: infrastructure construction, policy system improvement, and multi-party collaboration mechanism construction, providing theoretical references and practical paths for e-commerce to more effectively serve social equity.