电商平台算法的价值取向困境及治理路径研究

Research on the Value Orientation Dilemma and Solution Path of E-Commerce Platform Algorithms

摘要: 随着算法推荐技术成为电商平台的“智能中枢”，其在提升交易效率的同时，也引发一系列价值取向困境。在实际运行中，电商平台算法往往迎合流量与商业利益最大化的逻辑，导致信息茧房、算法歧视、虚假宣传等问题频发，不仅损害了消费者的合法权益，也侵蚀着电商市场的信任基础。本文指出，算法的负面影响并非由于技术失灵，而是电商平台价值选择的结果。基于此，本文构建了商业利益与公共价值的二元分析框架，将电商平台划分为四种理想类型，从中揭示高商业利益、低公共价值的价值取向构成算法负面影响的结构性根源。在此基础上，本文剖析了权责脱钩、激励扭曲、治理滞后三种具体困境，相应提出权责匹配、激励多元、治理前置三条可行路径。总之，推动电商平台达成商业利益与公共价值的动态平衡，让算法回归“以人为本”的定位，才是实现电商平台高质量发展的必由之路。

Abstract: As algorithmic recommendation technology has become the “intelligent backbone” of e-commerce platforms, it has not only enhanced transaction efficiency but also triggered a series of dilemmas related to value orientation. In practical operations, e-commerce platform algorithms often prioritize maximizing traffic and commercial interests, leading to frequent issues such as information silos, algorithmic bias, and false advertising. These not only harm the legitimate rights and interests of consumers but also erode the foundation of trust in the e-commerce market. This paper highlights that the negative impacts of algorithms are not due to technological malfunctions but rather the result of value choices made by e-commerce platforms. Based on this, this paper constructs a binary analysis framework of commercial interests and public value, dividing e-commerce platforms into four ideal types. This reveals that the value orientation of high commercial interests and low public value constitutes the structural root of the negative impacts of algorithms. On this basis, this paper analyzes three specific dilemmas: the decoupling of rights and responsibilities, distorted incentives, and lagging governance. Correspondingly, it proposes three feasible paths: matching rights and responsibilities, diversifying incentives, and prioritizing governance. In summary, promoting a dynamic balance between commercial interests and public value in e-commerce platforms and returning algorithms to their "people-oriented" positioning are the only ways to achieve high-quality development of e-commerce platforms.