基于社会资本理论探讨电商网络嵌入对农产品供应链关系结构的影响

The Impact of E-Commerce Network Embeddedness on the Relational Structure of Agri-Food Supply Chains: A Social Capital Perspective

摘要: 数字平台通过数据公开、算法推荐与互动工具，将农产品交易转化为高可见、可计算的网络过程，从而重塑供应链社会资本的关系、结构与认知维度。本文基于社会资本的三维框架，系统分析电商网络嵌入对信任机制、信息权力与认知共识的影响路径。研究发现：(1) 关系维度上，数字声誉取代人情抵押，信任生产从“维系人情”转向“维系算法”；(2) 结构维度上，算法中心性打破传统结构洞垄断，信息权力向平台与头部节点集中；(3) 认知维度上，平台行话统一质量叙事，提升协作效率却可能引发同质化。综上，电商网络嵌入通过“信任–信息–共识”机制重构了供应链关系结构，为其治理提供了新的理论视角与政策启示。

Abstract: By rendering agri-food transactions transparent, algorithmically curated, and interactive, digital platforms convert them into highly visible and quantifiable online processes, thereby reconfiguring the relational, structural, and cognitive dimensions of supply-chain social capital. Using a three-dimensional social-capital lens, we systematically unpack how e-commerce network embeddedness shapes trust mechanisms, information leverage, and cognitive consensus. Our findings reveal three mechanisms: (1) Relationally, digital reputation supplants guanxi as collateral, shifting trust generation from relationship upkeep to algorithmic upkeep; (2) Structurally, algorithmic centrality breaks traditional structural-hole monopolies, concentrating information leverage in platforms and top-tier nodes; (3) Cognitively, platform jargon standardizes quality narratives, boosting collaborative efficiency while risking homogenization. In sum, e-commerce network embeddedness reconfigures the supply-chain relational architecture via a trust-information-consensus mechanism, furnishing fresh theoretical angles and policy levers for governance.