电商价值共创：生成式AI的三层理论构建

E-Commerce Value Co-Creation: The Three-Layer Theoretical Framework of Generative AI

摘要: 生成式人工智能凭借深度语义理解、自主生成与推理能力，正从根本上重塑电子商务价值创造逻辑。现有研究多聚焦技术应用场景，缺乏对价值共创机制的系统性阐释。本文通过文献梳理与理论建构，剖析生成式人工智能的核心能力及其对传统电商价值链的解构效应，提出“智能交互层–动态匹配层–生态演化层”三层理论框架。该框架揭示了生成式AI如何通过人机协同交互激活需求、动态匹配重构供给、生态演化涌现价值，推动电商从平台中心化价值传递转向多元主体协同共创。结合典型企业实践案例，探讨框架的理论与管理启示，并指出价值分配伦理、人机信任构建等关键研究方向。研究为智能时代电商变革提供理论透镜，为企业数字化转型提供实践参考。

Abstract: Generative AI, with its capabilities in deep semantic understanding, independent generation, and reasoning, is fundamentally reshaping the value creation logic of e-commerce. Existing studies mostly focus on technical application scenarios and lack a systematic explanation of the value co-creation mechanism. Through literature review and theoretical construction, this paper analyzes the core capabilities of Generative AI and its deconstructive effect on the traditional e-commerce value chain, and proposes a three-layer theoretical framework: “Intelligent Interaction Layer-Dynamic Matching Layer-Ecological Evolution Layer”. This framework reveals how Generative AI activates demand through human-AI collaborative interaction, restructures supply via dynamic matching, and generates emergent value through ecological evolution, thereby promoting e-commerce to shift from platform-centric value transfer to collaborative value co-creation among multiple subjects. By combining typical enterprise practice cases, the paper discusses the theoretical and managerial implications of the framework, and points out key research directions such as the ethics of value distribution and human-AI trust building. The research provides a theoretical lens for e-commerce transformation in the intelligent era and offers practical reference for enterprise digital transformation.