数字化转型背景下电商线上营销的信任机制构建

The Construction of Trust Mechanism in E-Commerce Online Marketing under the Background of Digital Transformation

摘要: 在数字经济深度发展的背景下，电商线上营销日益依赖算法推荐、AIGC生成内容与大数据画像等智能技术，但由此引发的信任危机也日益凸显。本文围绕当前电商信任机制的结构性矛盾展开分析，指出尽管平台通过评价体系、支付担保与物流保障等手段初步构建了交易信任基础，但仍面临虚假评论、数据泄露、算法黑箱、恶意维权及数字鸿沟等多重挑战。尤其在直播电商、社交团购等新兴场景中，技术滥用与信息不对称加剧了消费者疑虑，而商家亦因规则失衡陷入经营焦虑，形成信任恶性循环。文章进一步探讨技术赋能与制度治理的协同路径，提出应通过提升算法透明度、强化数据合规治理、完善信用激励机制及推动多元共治等方式，构建兼具安全性、公平性与包容性的新型电商信任生态，为促进健康可持续的数字消费环境提供理论支撑与实践方向。

Abstract: In the context of the deep development of the digital economy, online marketing in e-commerce increasingly relies on intelligent technologies such as algorithmic recommendation, AIGC-generated content, and big data profiling. However, the trust crisis triggered by these technologies is also becoming increasingly prominent. This article analyzes the structural contradictions in the current e-commerce trust mechanism, pointing out that although platforms have initially established a transaction trust foundation through evaluation systems, payment guarantees, and logistics support, they still face multiple challenges such as false reviews, data leaks, algorithmic black boxes, malicious rights protection, and digital divides. Especially in emerging scenarios such as live-streaming e-commerce and social group buying, the abuse of technology and information asymmetry have intensified consumer doubts, while merchants have also fallen into business anxiety due to imbalanced rules, forming a vicious cycle of trust. The article further explores the collaborative path of technology empowerment and institutional governance, proposing that by enhancing algorithm transparency, strengthening data compliance governance, improving credit incentive mechanisms, and promoting multi-party co-governance, a new e-commerce trust ecosystem that is both secure, fair, and inclusive can be constructed, providing theoretical support and practical directions for promoting a healthy and sustainable digital consumption environment.