可持续消费视角下二手奢侈品电商平台信任机制研究

Trust Mechanism Study of Second-Hand Luxury E-Commerce Platforms from the Perspective of Sustainable Consumption

摘要: 全球绿色消费转型背景下，二手奢侈品电商行业快速发展，但平台信任不足已成为制约行业成长与可持续消费推广的核心障碍。本文聚焦C2B2C模式，运用信息不对称、信号传递与制度信任理论，围绕鉴定公信力、品质定价透明度与售后保障三大信任挑战展开“现象–成因–对策”分析，并将“价值信任”纳入信任体系框架，阐明可持续消费理念对传统信任维度的重构作用。研究提出涵盖商品、交易、制度与价值四维度的信任体系构建路径。研究表明，平台信任与可持续消费相互强化，建立统一鉴定标准、规范平台治理、真正落实绿色承诺是破解行业信任困局的关键。

Abstract: Against the backdrop of global green consumption transition, the second-hand luxury e-commerce market is expanding rapidly, yet insufficient platform trust remains a critical barrier to industry growth and sustainable consumption adoption. Focusing on the C2B2C model and drawing on theories of information asymmetry, signaling, and institutional trust, this study analyzes three core trust challenges—authentication credibility, pricing transparency, and after-sales protection—through a phenomenon-cause-countermeasure framework. It further introduces “value trust” as a distinct dimension, examining how sustainable consumption reframes traditional trust constructs. A four-dimensional trust-building framework is proposed covering product assurance, transaction security, institutional governance, and value communication. Findings indicate that platform trust and sustainable consumption are mutually reinforcing, with unified authentication standards, robust platform governance, and genuine green commitment being essential to resolving the industry’s trust deficit.