技术嵌入视角下社交电商平台信任演化机制研究

Research on the Trust Evolution Mechanism of Social E-Commerce Platform from the Perspective of Technology Embeddedness

摘要: 社交电商是网络经济发展的重要产物，社交电商平台发展首要考虑的是信任机制的演化规律。本文基于技术嵌入视角，从宏观和微观两个层面研究社交电商平台中信任机制的演化过程。首先，数字技术对于宏观社会信任的嵌入使人们信任认知经历了从碰撞到融合的过程，使得提升社会信任程度是虚拟世界的必要条件。其次，社交电商平台的信任机制经历了初始信任、协同合作、成熟信任三个阶段的演化过程，数字工具的嵌入为社交电商平台的信任发展提供了保障。最终社交电商平台则形成制度信任、数字技术信任、情感信任相互耦合的信任系统。

Abstract: Social e-commerce is an important product of the development of network economy. Social e- commerce platform development is the primary consideration of the evolution of the law of trust mechanism. Based on the technology embedding perspective, this study examines the evolution of trust mechanisms in social e-commerce platforms from both macro and micro levels. First, the embedding of digital technology for macro social trust makes people’s trust cognition go through the process from collision to integration, making the enhancement of social trust a necessary condition for the virtual world. Secondly, the trust mechanism of social e-commerce platforms has gone through an evolutionary process of three stages: initial trust, synergy, and mature trust, and the embedding of digital tools provides a guarantee for the development of trust in social e-commerce platforms. Finally, social e-commerce platforms then form trust systems where institutional trust, digital technology trust, and emotional trust are coupled with each other.