科技伦理在电子商务中的应用实践与优化对策

Application Practice and Optimization Strategies of Science and Technology Ethics in E-Commerce

摘要: 数字技术深度重构电子商务生态，AI推荐、算法定价、生成式内容、全链路数据治理等核心应用，在提升交易效率、优化消费体验、重塑供应链体系的同时，也引发了数据隐私泄露、算法歧视、数字鸿沟、技术异化等一系列科技伦理困境。科技伦理在数据治理、算法应用、内容生态、平台治理、跨境电商等核心场景中有具体的应用形态、伦理风险及生成逻辑；从技术赋能与伦理约束的双重视角，构建技术内嵌、制度规制、协调共治的科技伦理治理框架，结合我国电商行业实践与政策要求，提出兼具可行性与前瞻性的优化路径，旨在推动电子商务实现技术创新与价值导向的平衡，助力行业可持续与数字经济生态的健康发展。

Abstract: Digital technology is profoundly restructuring the e-commerce ecosystem. Core applications such as AI-driven recommendations, algorithmic pricing, generative content, and end-to-end data governance have enhanced transaction efficiency, optimizing consumer experiences, and reshaping supply chains. However, they have also triggered a series of technological ethical dilemmas, including data privacy breaches, algorithmic discrimination, the digital divide and technological alienation. In key scenarios like data governance, algorithm application, content ecosystems, platform governance, and cross-border e-commerce, technological ethics manifest in specific forms, each with distinct ethical risks and generative logic. From the dual perspectives of technological empowerment and ethical constraints, a governance framework for technological ethics should be constructed—one that is technology-embedded, institutionally regulated, and collaboratively governed. In line with China’s e-commerce practices and policy requirements, this study proposes practical and forward-looking optimization paths aimed at promoting a balance between technological innovation and value orientation in e-commerce, thereby contributing to the sustainable development of the industry and the healthy growth of the digital economy.