电商诚信体系构建与大学生社会责任感培养的双向路径研究

Research on the Two-Way Approach to Building the E-Commerce Credit System and Cultivating University Students’ Social Responsibility

摘要: 在数字经济快速发展的背景下，电商直播等平台经济形态深刻改变了消费结构与社会交往方式。大学生作为“数字原住民”，既是电商消费的重要群体，也是未来社会治理与价值建构的关键力量。围绕电商诚信体系与大学生社会责任感培养之间的关系，本文在信任理论与道德教育理论框架下，构建制度与主体双向互动分析路径，系统探讨二者之间的内在关联。研究认为，电商诚信体系通过营造稳定信任环境、强化制度约束与拓展参与空间，在实践中培育大学生的规则意识、行为自律与公共关怀；与此同时，大学生以理性消费、主动监督与价值倡导为主要方式，从需求结构、平台治理与文化生态层面反向促进电商诚信体系优化升级。二者在互动中形成协同机制，实现商业理性与社会责任的有机统一。本文突破以往单向分析框架，揭示电商诚信与青年德育之间的共生逻辑，为数字经济时代商业伦理建设与高校思想政治教育融合发展提供理论参考。

Abstract: Against the backdrop of rapid digital economic development, platform-based economic forms such as e-commerce live streaming have profoundly transformed consumption patterns and methods of social interaction. As “digital natives”, university students are not only a significant demographic in e-commerce consumption but also a crucial force in future social governance and value construction. Focusing on the relationship between the e-commerce credit system and the cultivation of social responsibility among university students, this paper constructs an analytical path examining the two-way interaction between institutions and actors within the frameworks of trust theory and moral education theory, systematically exploring their intrinsic connection. The research suggests that the e-commerce credit system cultivates university students’ awareness of rules, behavioral self-discipline, and public concern in practice by creating a stable and trustworthy environment, strengthening institutional constraints, and expanding participation space. Concurrently, university students, primarily through rational consumption, active supervision, and value advocacy, reciprocally promote the optimization and upgrading of the e-commerce credit system at the levels of demand structure, platform governance, and cultural ecology. The interaction between the two forms a synergistic mechanism, achieving an organic unity of commercial rationality and social responsibility. This paper breaks from previous unidirectional analytical frameworks, revealing the symbiotic logic between e-commerce credit and youth moral education, thereby providing a theoretical reference for the integrated development of business ethics construction and ideological and political education in universities within the digital economy era.