共生与演化：社交电商客户参与的社会–技术融合模型构建

Symbiosis and Evolution: Construction of a Social-Tech Integration Model for Customer Participation in Social E-Commerce

摘要: 社交电商的本质突破在于构建了一个将商业交易深度嵌入社会关系网络的混合场域。本研究在批判性整合现有文献基础上，提出一个创新性的“社会–技术共生演化模型”。该模型突破了传统的社会、技术、动机三维静态框架，从三个层面实现理论推进：其一，提出“技术赋能螺旋”与“社会关系螺旋”双轨缠绕上升的动态演化机制，取代线性因果解释；其二，引入“数字人际信任”与“参与弹性”两大构念，分别解释数字环境中快速建立信任的微观机制与生态系统抗扰复原的宏观特性；其三，构建“共生界面”概念，解释价值如何在具体互动实践中被共同创造。通过深度案例分析小红书、抖音电商、淘宝等中国主流社交电商平台，本研究验证了模型在不同场景下的解释力。研究进一步识别出算法操控、数据孤岛、社群治理失序等现实困境，并提出“可解释AI + 分布式治理”的协同优化路径。这一整合模型不仅为理解客户参与的动态复杂性提供了新框架，更为平台企业的全球化、可持续运营提供了兼具战略高度与实操性的理论指导。

Abstract: The essence of social e-commerce lies in creating a hybrid field where commercial transactions are deeply integrated into the social relationship network. Based on the critical integration of existing literature, this study proposes an innovative “social-technology symbiotic evolution model”. This model breaks away from the traditional three-dimensional static framework of society, technology, and motivation, and achieves theoretical advancement from three levels: Firstly, it proposes a dynamic evolutionary mechanism of “technology empowerment spiral” and “social relationship spiral” intertwined and ascending, replacing linear causal explanations; Secondly, it introduces two constructs, “digital interpersonal trust” and “participation resilience”, to explain the micro-mechanism of rapid trust establishment in the digital environment and the macro-characteristics of the ecosystem’s resilience to disturbances; Thirdly, it constructs the concept of “symbiotic interface” to explain how value is jointly created in specific interaction practices. Through in-depth case analysis of major Chinese social e-commerce platforms such as Xiaohongshu, Douyin e-commerce, and Taobao, this study verifies the explanatory power of the model in different scenarios. The research further identifies real-world challenges such as algorithm manipulation, data silos, and disorder in community governance, and proposes a collaborative optimization path of “explainable AI + distributed governance”. This integrated model not only provides a new framework for understanding the dynamic complexity of customer participation, but also offers a strategic and practical theoretical guidance for the global and sustainable operation of platform enterprises.