循环经济视角下二手电商信任机制构建与运营模式创新研究

Research on Trust Mechanism Construction and Operational Model Innovation in Second-Hand E-Commerce from a Circular Economy Perspective

摘要: 在“双碳”目标与数字经济协同推进背景下，二手电商在促进资源再利用与拓展循环消费场景方面发挥着重要作用，但信任缺失已成为制约其高质量发展的关键瓶颈。从循环经济视角出发，梳理二手电商融入循环经济体系的内在机理，揭示交易主体多元化与信息不对称条件下信任机制面临的结构性困境，提出通过平台治理优化、数据赋能协同与价值共创导向的运营模式创新，推动信任机制制度化嵌入与运营体系系统重构，为二手电商实现可持续发展提供路径支撑。

Abstract: Against the backdrop of synergistic advancement towards dual carbon goals and the digital economy, second-hand e-commerce plays a vital role in promoting resource reuse and expanding circular consumption scenarios. However, the absence of trust has become a critical bottleneck constraining its high-quality development. From a circular economy perspective, this study examines the intrinsic mechanisms through which second-hand e-commerce integrates into the circular economy system. It reveals the structural challenges faced by trust mechanisms under conditions of diversified transaction participants and information asymmetry. Proposals include optimising platform governance, leveraging data-driven collaboration, and innovating operational models guided by value co-creation. These approaches aim to institutionalise trust mechanisms and systematically reconstruct operational frameworks, thereby providing pathway support for the sustainable development of second-hand e-commerce.