电商平台自律的概念及维度构建——基于扎根理论的探索性研究

The Concept and Dimensional Construction of E-Commerce Platform Self-Regulation—An Exploratory Study Based on Grounded Theory

摘要: 目前学术界对电商平台自律还没有形成统一观点，其概念也未有明确、统一的界定。本文利用扎根理论研究方法对电商平台自律的内涵及维度展开了探索性研究。研究结果显示，电商平台自律的概念结构呈现出双重向度，即在律己维度上，平台通过内部责任与约束，确保自身自律运营；在律他维度上，平台对外通过规范与监督、声誉奖惩、交易保障，引导并规范商业活动成员的行为。据此，提出电商平台企业应注重自律机制建设，强化核心维度治理效能的管理建议。

Abstract: Currently, academics have not reached a consensus on e-commerce platform self-regulation, nor has a clear and unified definition of the concept. This paper uses grounded theory research to conduct an exploratory study on the connotation and dimensions of e-commerce platform self-regulation. The results show that the conceptual structure of e-commerce platform self-regulation exhibits a dual dimension: in the self-regulation dimension, platforms ensure self-regulation through internal responsibilities and constraints; in the other-regulation dimension, platforms guide and regulate the behavior of participants in commercial activities through external regulation and supervision, reputation rewards and penalties, and transaction guarantees. Based on this, management recommendations are proposed: e-commerce platform companies should focus on building self-regulatory mechanisms and strengthening the governance effectiveness of core dimensions.