分布式账本技术嵌入跨境电商信任治理的机制与路径

Mechanisms and Pathways of Integrating Distributed Ledger Technology into Trust Governance in Cross-Border E-Commerce

摘要: 针对跨境电商领域长期存在的信任缺失问题，本文深入剖析了分布式账本技术(区块链)在信任治理中的内在机理与实现路径。基于制度信任理论与技术嵌入视角，构建了“技术能力–信任机制重构–价值生成”的分析框架，并采用多案例比较研究方法，对京东国际“智臻链”、天猫国际“蚂蚁链”、沃尔玛食品溯源系统及马士基TradeLens平台进行了系统性检视。研究发现，区块链通过商品溯源可信化、交易过程透明化、合约执行自动化与数据确权规范化四类核心机制嵌入跨境电商的信任治理，并演化出溯源增信型、交易保障型、供应链协同型和数据治理型四种典型应用路径。研究表明，分布式账本技术并未完全消解信任需求，而是促使信任主体由传统的中心化机构向技术规则与联盟共治结构转移。本研究有效拓展了信任理论在数字经济情境下的解释边界，并为跨境电商平台应用区块链技术提供了科学的路径选择与实施依据。

Abstract: Addressing the persistent trust deficit in cross-border e-commerce, this paper provides an in-depth analysis of the underlying mechanisms and implementation pathways of distributed ledger technology (DLT), specifically blockchain, in trust governance. Drawing upon institutional trust theory and a technology embeddedness perspective, this study constructs an analytical framework of “technological capability - trust mechanism reconstruction - value generation”. A multiple-case study method is employed to systematically examine four representative platforms: JD International’s Zhizhen Chain, Tmall Global’s AntChain, Walmart’s food traceability system, and Maersk’s TradeLens platform. The findings indicate that blockchain is embedded into the trust governance of cross-border e-commerce through four core mechanisms: trustworthy product traceability, transaction process transparency, automated contract execution, and standardized data ownership confirmation. These mechanisms subsequently evolve into four typical application pathways: traceability-driven trust enhancement, transaction assurance, supply chain collaboration, and data governance. Furthermore, the study reveals that DLT does not entirely eliminate the need for trust; rather, it facilitates a shift in the locus of trust from traditional centralized institutions toward algorithmic rules and consortium-based co-governance structures. This research effectively expands the explanatory boundaries of trust theory within the context of the digital economy and provides scientific guidance on pathway selection and practical implementation for cross-border e-commerce platforms adopting blockchain technology.