社交电商模式下的信任传递机制与风险防范研究

Research on Trust Transmission Mechanism and Risk Prevention in the Social E-Commerce Model

摘要: 社交电商依托人际关系网络实现信任传递，这已经成为了驱动消费转化的重要商业模式，但信任机制也孕育了信息失真、隐私泄露、非理性消费与维权困境等新型风险。本文系统剖析了社交电商信任传递的源点、传导路径与转化强化机制，识别出伴随信任传递产生的四类主要风险及其成因，并从平台、监管、参与方三个层面提出综合治理框架。研究发现，社交电商的信任本质上是制度信任与人际信任的混合式信任，其风险根源于激励扭曲、规则滞后与治理缺失。构建多方协同的治理体系，是推动社交电商从野蛮增长转向规范发展的关键。

Abstract: Social e-commerce achieves trust transmission by virtue of interpersonal networks and has emerged as a vital business model that drives consumption conversion. Nevertheless, the trust mechanism has also bred emerging risks including information distortion, privacy leakage, irrational consumption and dilemmas in rights protection. This paper systematically dissects the origin, transmission paths and transformation-reinforcement mechanisms of trust transmission in social e-commerce, identifies four major types of risks and their root causes accompanied by trust transmission, and puts forward a comprehensive governance framework from three perspectives: platforms, regulators and participants. The research reveals that trust in social e-commerce is essentially a hybrid of institutional trust and interpersonal trust, and its risks stem from incentive distortion, outdated rules and governance deficits. Constructing a multi-party collaborative governance system is crucial for facilitating the shift of social e-commerce from unrestrained growth to standardized development.