Web3.0范式下基于智能合约的去中心化电商信任机制重构研究

Research on the Reconstruction of Trust Mechanisms in Decentralized E-Commerce Based on Smart Contracts under the Web3.0 Paradigm

摘要: 传统电子商务的繁荣高度依赖于中心化平台所构建的信任中介体系。然而，该模式在降低交易摩擦的同时，也伴随着平台权力集中、数据垄断、高额佣金以及系统性风险等问题。区块链技术与Web3.0理念的兴起，特别是去中心化自治组织与智能合约的实践，为实现一种不依赖单一权威、基于代码规则和分布式共识的新型信任范式提供了技术与理论可能。本文旨在超越单纯的技术应用探讨，从制度经济学与信息系统理论的交叉视角，构建一个关于去中心化电商信任机制的系统性理论分析框架。研究指出，智能合约通过将交易承诺编码为自动执行的逻辑，重构了交易履行机制；通过充当去中介化的资产托管方，重塑了支付清算流程；并通过构建可验证、可移植的链上信誉系统，革新了信任积累与传递的方式。这三重机制相互耦合，共同促成了一种以“信任算法”替代“信任中介”的低信任成本交易环境。本文进一步分析了此范式对电商平台角色、网络支付本质及客户关系管理模式的根本性变革，并辩证审视了“代码即法律”的局限性、DAO治理的效能困境及法律合规性挑战。研究表明，去中心化信任并非对中心化的简单取代，而更可能导向一种混合或分层的治理结构。本研究为理解电子商务在Web3.0时代的演化路径提供了机制设计层面的理论先导。

Abstract: The prosperity of traditional e-commerce heavily relies on the trust intermediary system constructed by centralized platforms. However, while this model reduces transaction friction, it also brings about issues such as platform power concentration, data monopoly, high commissions, and systemic risks. The emergence of blockchain technology and the Web3.0 paradigm, particularly the practice of Decentralized Autonomous Organizations (DAOs) and smart contracts, provides both technical and theoretical possibilities for realizing a new trust paradigm that does not depend on a single authority but is instead based on coded rules and distributed consensus. Transcending simplistic discussions of technical application, this paper aims to construct a systematic theoretical analytical framework for decentralized e-commerce trust mechanisms from an interdisciplinary perspective, integrating institutional economics and information systems theory. The study reveals that smart contracts reconstruct the transaction execution mechanism by encoding commitments into self-executing logic; reshape the payment and settlement process by acting as a disintermediated custodian; and innovate the methods of trust accumulation and transfer by building a verifiable, portable on-chain reputation system. These three mechanisms are interlinked and mutually reinforcing, jointly fostering a low-trust-cost transaction environment where “trust algorithms” replace “trust intermediaries”. Furthermore, this paper analyzes the structural transformations this paradigm induces in the roles of e-commerce platforms, the nature of online payments, and customer relationship management models. It also dialectically examines the limitations of “code is law”, the efficacy dilemmas in DAO governance, and legal compliance challenges. The research indicates that decentralized trust does not simply replace centralization but is more likely to lead to a hybrid or layered governance structure. This study provides a theoretical foundation at the mechanism design level for understanding the evolutionary path of e-commerce in the Web3.0 era.