区块链技术驱动跨境电商信任机制构建的路径与策略研究

Research on the Path and Strategy for Blockchain Technology to Drive the Construction of Trust Mechanism in Cross-Border E-Commerce

摘要: 信任缺失是制约跨境电商发展的核心瓶颈，传统中心化信任机制难以有效解决跨国交易中的信息不对称、商品溯源困难、支付安全隐患等问题。区块链技术凭借其去中心化、不可篡改、可追溯等特性，为跨境电商信任机制重构提供了技术突破口。本文基于信任理论、技术接受模型(TAM)与制度信任理论，系统探讨区块链技术如何驱动跨境电商信任机制构建，分析买家、卖家、监管者三类核心跨境主体对区块链技术的接受门槛与认知差异。研究通过多案例分析方法，选取京东国际“智臻链”、天猫国际“蚂蚁链”、沃尔玛食品溯源系统、马士基TradeLens平台四个典型案例，构建了“区块链技术能力–信任机制重构–价值提升”的三层分析框架。研究发现：区块链通过商品溯源可信化、交易过程透明化、智能合约自动化、数据确权安全化四大机制重塑跨境电商信任基础；应用呈现溯源增信型、交易保障型、供应链协同型、数据治理型四种典型路径，不同路径在技术适配、主体协同、场景落地方面形成差异化的逻辑体系；技术成熟度、行业标准化程度、多方协同意愿、主体技术认知水平共同影响应用效果。同时，区块链在非标品溯源、跨境法律冲突应对中存在显著局限性，还面临“去中心化”与“监管合规”的内在悖论，部分场景下其应用成本远高于实际价值。基于此，本文提出分层推进策略、构建行业联盟链、完善技术标准体系等对策建议，为跨境电商平台信任机制建设提供理论指导与实践参考。

Abstract: Lack of trust is the core bottleneck restricting the development of cross-border e-commerce. Traditional centralized trust mechanisms cannot effectively solve problems such as information asymmetry, difficulty in product traceability, and payment security risks in cross-border transactions. Blockchain technology, with its decentralized, non-tamperable, traceable and other characteristics, provides a technological breakthrough for the reconstruction of cross-border e-commerce trust mechanism. Based on trust theory, Technology Acceptance Model (TAM) and institutional trust theory, this paper systematically explores how blockchain technology drives the construction of cross-border e-commerce trust mechanism, analyzes the acceptance thresholds and cognitive differences of three core cross-border subjects (buyers, sellers and regulators) to blockchain technology. Through a multi-case analysis method, the study selected four typical cases of JD International’s “Zhizhen Chain”, Tmall International’s “Ant Chain”, Walmart’s food traceability system, and Maersk’s TradeLens platform to construct a three-layer analysis framework of “blockchain technical capabilities - trust mechanism reconstruction - value enhancement”. The study found that blockchain reshapes the trust foundation of cross-border e-commerce through four major mechanisms: credibility of product traceability, transparency of transaction processes, automation of smart contracts, and security of data confirmation; the application presents four typical paths including traceability and credit enhancement, transaction guarantee, supply chain collaboration, and data governance, and different paths form differentiated logical systems in terms of technical adaptation, subject collaboration and scenario implementation; technological maturity, industry standardization, multi-party collaboration willingness and subject technical cognitive level jointly affect the application effect. At the same time, blockchain has significant limitations in the traceability of non-standard products and the response to cross-border legal conflicts, and also faces the inherent paradox between “decentralization” and “regulatory compliance”. In some scenarios, its application cost is much higher than the actual value. Based on this, this paper puts forward countermeasures and suggestions such as hierarchical promotion strategies, building industry alliance chains, and improving technical standard systems, providing theoretical guidance and practical reference for the construction of trust mechanisms for cross-border e-commerce platforms.