电子商务消费全链路中用户数据资产化的异化困境

The Alienation Dilemma of User Data Assetization in the Full-Link Consumption of E-Commerce

摘要: 随着数字技术的深度渗透，电子商务已成为我国经济发展的重要引擎，数据作为核心生产要素的商业化价值日益凸显。本文聚焦电子商务消费全链路，探究用户数据资产化的异化困境及其形成机理。研究发现，全链路数据资产化呈现递进式异化特征：接触环节表现为流量分发导向下的注意力与选择权异化，决策环节体现为转化效率导向下的理性决策异化，交易环节呈现为用户分层导向下的权益与信任异化，售后环节则表现为优化治理导向下的反馈价值与关系异化。异化根源在于平台逐利目标对用户价值的背离，以及制度漏洞、用户弱势等多重因素的叠加。基于此，本文从算法透明化、消费理性重塑、多元监管构建三个维度提出破解路径，旨在推动数据资产化回归服务用户的本质，为规范电商行业发展、保障用户权益提供理论参考。

Abstract: With the deep penetration of digital technology, e-commerce has become an important engine of China’s economic development, and the commercial value of as a core production factor is becoming increasingly apparent. This article focuses on the entire consumer chain of e-commerce, explores the alienation dilemma of user data assetization and its formation. The study shows that the assetization of full-link data presents an incremental alienation feature: the contact link is manifested as the alienation of attention and choice under the orientation traffic distribution; the decision-making link is reflected in the alienation of rational decision-making under the orientation of conversion efficiency; the transaction link is presented as the alienation of and trust under the orientation of user stratification; and the after-sales link is manifested as the alienation of feedback value and relationship under the orientation of optimization and governance. Root of alienation lies in the deviation from the user’s value due to the profit-seeking goal of the platform, as well as the superposition of multiple factors such as loopholes and user vulnerability. Based on this, this article proposes a breakthrough path from three dimensions: algorithm transparency, reshaping of consumer rationality, and multi-level supervision, aiming to promote the assetization of data to return to serving users and to provide theoretical references for regulating the development of e-commerce and protecting user rights and interests.