SOR理论视角下电商卖家安全责任行为异化及治理文献研究

Literature Research on Alienation and Governance of Safety Responsibility Behavior of E-Commerce Sellers from the Perspective of SOR Theory

摘要: 近年来，电商平台蓬勃发展，但卖家安全责任行为异化现象频发，从虚假宣传、刷单炒信到产品质量疏漏，严重侵蚀平台信任基础。本文以SOR理论为核心框架，系统梳理电商卖家安全责任行为异化的外部刺激、内部认知及行为反应三个维度的研究成果。研究发现：刺激层面，平台监管的不一致性、消费者评价机制的设计缺陷、竞争环境的同群效应共同构成卖家面临的外部刺激场域，平台治理的“潜规则”与监管错位加剧卖家认知负担，评价机制与流量分配的深度绑定催生投机动机；机体层面，乐观偏差扭曲风险感知，守法信念动摇与“法不责众”的侥幸心理侵蚀守法自觉，守法知识匮乏与平台权力不对称共同制约守法能力，三者相互强化形成异化的心理中介；反应层面，产品假冒伪劣、虚假宣传与数据造假、利用规则漏洞欺诈构成三大核心行为类型，平台治理的不一致性通过破坏卖家信任诱发集体性的“社会传染”效应，形成“劣币驱逐良币”的恶性循环。在此基础上，本文构建了SOR整合分析框架，并指出未来可从多主体协同治理仿真、差异化信用治理机制设计、SOR框架的实证检验等方向深化研究，以期为电商平台治理提供理论参考与实践启示。

Abstract: In recent years, the e-commerce platform has developed vigorously, but the alienation of sellers’ safety responsibility behavior has occurred frequently, from false propaganda, brushing letters to product quality omissions, which has seriously eroded the trust base of the platform. Based on the SOR theory, this paper systematically combs the research results of the alienation of e-commerce sellers’ safety responsibility behavior from three dimensions: external stimulus, internal cognition and behavioral response. It is found that: at the stimulus level, the inconsistency of platform supervision, the design defects of consumer evaluation mechanism and the peer effect of competitive environment constitute the external stimulus field faced by sellers, the hidden rules of platform governance and the dislocation of supervision aggravate the cognitive burden of sellers, and the deep binding of evaluation mechanism and traffic distribution gives birth to speculative motivation; On the organism level, optimistic deviation distorts risk perception, law-abiding belief wavers and the fluky psychology of “the law doesn’t blame the public” erodes the law-abiding consciousness, and the lack of law-abiding knowledge and the asymmetry of platform power jointly restrict the law-abiding ability, which reinforce each other to form a alienated psychological intermediary; On the reaction level, fake and inferior products, false propaganda and data fraud, and fraud by using loopholes in rules constitute three core behavior types. The inconsistency of platform governance induces a collective “social contagion” effect by destroying the trust of sellers, forming a vicious circle of “bad money drives out good money”. On this basis, this paper constructs the SOR integration analysis framework, and points out that the future research can be deepened from the simulation of multi-agent collaborative governance, the design of differentiated credit governance mechanism, and the empirical test of SOR framework, with a view to providing theoretical reference and practical enlightenment for e-commerce platform governance.