利益相关者视角下电商平台信任生态研究

Research on the Trust Ecosystem of E-Commerce Platforms from the Perspective of Stakeholders

摘要: 在数智化技术不断发展的当下，电子商务朝向纵深发展，电子商务平台企业的竞争焦点不应局限于短期内的“流量争夺”，而应当将目光转向长远的“信任运营”。本文从利益相关者的视角去分析电商平台所构建的信任生态及其治理策略。研究指出，电商平台的信任生态是消费者、卖家、电商平台本身、第三方服务商以及监管机构等多方主体持续互动的结果，该信任生态是否健康往往取决于上述利益相关者之间“共生”与“制衡”关系的动态实现。电商平台本身作为核心的主导者，需要通过包含规则、技术、声誉与关系的四维治理，有效平衡各方诉求，从而构建一个具有韧性的信任生态系统。本研究旨在为电商平台信任生态构建及其治理提供系统性的利益相关者分析视角，引导电商平台生态走向高信任度的正和博弈。

Abstract: In the context of the continuous development of digital intelligence technology, e-commerce is advancing in depth, and the competitive focus of e-commerce platform enterprises should not be limited to short-term “traffic competition”, but rather should shift towards long-term “trust operation”. “Symbiosis” serves as the foundation for value co-creation, while “balance” is key to maintaining ecological stability and health. This article analyzes the trust ecology constructed by e-commerce platforms and their governance strategies from the perspective of stakeholders. The study indicates that the trust ecology of e-commerce platforms is the result of ongoing interactions among multiple entities, including consumers, sellers, the e-commerce platform itself, third-party service providers, and regulatory agencies. The health of this trust ecology often depends on the dynamic realization of the “symbiotic” and “balanced” relationships among these stakeholders. The e-commerce platform, as the core leader, needs to effectively balance the demands of all parties through governance that includes rules, technology, reputation, and relationships, thereby building a resilient trust ecosystem. This research aims to provide a systematic stakeholder analysis perspective for the construction and governance of the e-commerce platform trust ecology, guiding e-commerce platforms towards a high-trust positive-sum game.