构建价值共创的电子商务推荐系统新范式

Developing a New Paradigm for Value Co-Creation in E-Commerce Recommendation Systems

摘要: 随着电子商务的深入发展，推荐系统已成为平台提升用户体验和商业效益的核心引擎。然而，当前的研究与实践过度聚焦于推荐“精准度”的优化，陷入了技术至上的内卷化竞争。本文批判性地回顾了现有推荐系统的范式局限，指出其在用户角色尊重、长期价值创造以及社会福祉促进方面的缺失。在此基础上，本文提出了一个“价值共创型推荐系统”的理论框架。该框架将推荐系统从单向的信息过滤工具，重新定义为连接用户、商家与平台的动态价值共创空间。它强调通过可解释性、可控性、可持续性与社会性四个核心维度，共同推动短期交易效率与长期用户忠诚、商业利润与社会责任的平衡。本文旨在为下一代电子商务推荐系统的设计与评估提供新的理论视角和发展方向。

Abstract: With the deepening development of e-commerce, recommendation systems have become the core engine for platforms to improve user experience and business efficiency. However, current research and practice focus excessively on optimizing the “precision” of recommendations, falling into an involutionary competition driven by technological supremacy. This paper critically reviews the paradigm limitations of existing recommendation systems, pointing out their shortcomings in respecting user character, creating long-term value, and promoting social welfare. Based on this, this paper proposes a theoretical framework for a “value co-creation recommendation system”. This framework redefines the recommendation system from a one-way information filtering tool to a dynamic value co-creation space connecting users, merchants, and platforms. It emphasizes promoting a balance between short-term transaction efficiency and long-term user loyalty, as well as business profits and social responsibility, through four core dimensions: interpretability, controllability, sustainability, and sociality. This paper aims to provide a new theoretical perspective and development direction for the design and evaluation of next-generation e-commerce recommendation systems.