AI赋能的数字信任机制：电子商务中价值共创的新逻辑

AI-Enabled Digital Trust Mechanism: The New Logic of Value Co-Creation in E-Commerce

摘要: 人工智能(AI)的深度赋能正重塑电子商务的信任基础与价值逻辑，传统依赖制度保障的静态信任模式逐渐转向“算法可解释–数据透明–智能共创”的动态体系。本文通过理论梳理与机制分析，探讨AI赋能的数字信任演化规律与价值共创逻辑，构建“三层螺旋”数字信任模型。研究发现：数字信任经历“传统制度信任–算法计算信任–认知交互信任”三阶段演化，AI角色从“工具性赋能”升级为“信任中介”与“认知伙伴”，打破传统信任结构并拓展价值共创边界；“三层螺旋模型”中，技术层(数据透明、算法可解释)奠定信任基础，认知层(AI感知、心理互动)转化情感认同，价值层(人机共创、信任反馈)实现信任再生，三者动态循环形成闭环；信任是AI赋能价值共创的核心前提，直接影响消费者参与深度。研究为电子商务数字信任研究提供新视角，为AI技术伦理化应用与可持续商业生态构建提供启示。

Abstract: The in-depth empowerment of Artificial Intelligence (AI) is reshaping the trust foundation and value logic of e-commerce, with the traditional static trust model relying on institutional guarantees gradually shifting to a dynamic system of “algorithmic interpretability-data transparency-intelligent co-creation”. By sorting out theories and analyzing mechanisms, this paper explores the evolutionary law of AI-enabled digital trust and the logic of value co-creation, and constructs a “three-layer spiral” digital trust model. The research findings are as follows: Digital trust undergoes three stages of evolution: “traditional institutional trust-algorithmic computational trust-cognitive interactive trust”; the role of AI evolves from “instrumental empowerment” to “trust intermediary” and “cognitive partner”, breaking the traditional trust structure and expanding the boundaries of value co-creation; in the “three-layer spiral model”, the technical layer (data transparency, algorithm interpretability) lays the foundation of trust, the cognitive layer (AI perception, psychological interaction) transforms into emotional identification, and the value layer (human-machine co-creation, trust feedback) realizes trust regeneration, with the three layers forming a closed loop through dynamic circulation; trust is the core prerequisite for AI-enabled value co-creation, directly affecting the depth of consumers’ participation. This study provides a new perspective for the research on e-commerce digital trust and offers insights for the ethical application of AI technology and the construction of a sustainable business ecosystem.