算法治理视角下电子商务领域社会主义核心价值观引领策略研究

A Study on the Leadership Strategy of Core Socialist Values in E-Commerce from the Perspective of Algorithmic Governance

摘要: 随着人工智能技术的深度介入，算法已成为驱动电子商务发展的核心引擎，其在提升交易效率的同时，也引发了“信息茧房”、“大数据杀熟”及虚假信息传播等一系列价值观失范问题，对个体权益、市场公平与社会诚信构成了严峻挑战。本研究立足于“算法治理”视角，旨在探讨如何以社会主义核心价值观有效引领电子商务领域的算法应用。通过对电商算法应用全景的梳理及其负面效应的剖析，本文从社会责任、用户权益与行业可持续发展三个维度论证了价值观引领的必要性，并从政策环境、技术条件与社会基础三个方面论证了其现实可行性。在此基础上，研究构建了一个包含四个维度的综合性策略框架。该框架旨在将社会主义核心价值观系统性嵌入算法治理的全过程，推动电商算法从单一的效率导向，转向效率与价值引领并重的新范式，从而为构建健康、有序、向善的数字商业生态提供理论参照与实践路径。

Abstract: With the deep integration of artificial intelligence technology, algorithms have become the core engine driving the development of e-commerce. While enhancing transaction efficiency, they have also triggered a series of value deviation issues such as “information cocoons”, “big data price discrimination”, and the spread of false information, posing severe challenges to individual rights, market fairness, and social integrity. This study, from the perspective of “algorithm governance”, aims to explore how to effectively guide the application of algorithms in the e-commerce field with socialist core values. By comprehensively reviewing the application panorama of e-commerce algorithms and analyzing their negative effects, this paper argues the necessity of value guidance from three dimensions: social responsibility, user rights, and sustainable industry development. It also demonstrates the practical feasibility from three aspects: policy environment, technical conditions, and social foundation. On this basis, the research constructs a comprehensive strategy framework consisting of four dimensions. This framework aims to systematically embed socialist core values into the entire process of algorithm governance, promoting e-commerce algorithms to shift from a single efficiency orientation to a new paradigm that emphasizes both efficiency and value guidance, thereby providing theoretical references and practical paths for building a healthy, orderly, and virtuous digital business ecosystem.