协同治理视角下电商直播行业舆情治理的困境与对策研究——基于区块链技术的系统架构
Research on the Dilemma and Countermeasures of Public Opinion Governance in the E-Commerce Live Broadcast Industry from the Perspective of Collaborative Governance—System Architecture Based on Blockchain Technology

数字化时代，电商直播的快速发展丰富了人们的生活，但也带来了舆情治理的挑战，提升电商直播舆情治理效率对推动国家治理体系和能力现代化至关重要。区块链技术凭借其可追溯性、去中心化和数据不可篡改性，在信息共享和平台优化方面展现出巨大潜力。因此，本研究探讨了区块链技术在电商直播舆情治理中的应用。研究发现，当前电商直播舆情治理面临三大主要困境：一是舆论环境复杂多变，难以有效监控；二是法律和制度支持不足，影响多元主体协同治理的效能；三是平台技术能力有限，数据共享困难。为此，本研究基于协同治理理论，提出了双链混合(公有链和联盟链)加星际文件系统的技术架构，并辅以配套的制度措施，旨在通过区块链技术促进多主体协同，实现从源头到终端的全链条舆情治理。本研究扩展了协同治理视角下电商直播舆情治理的新思路，也为区块链技术在电商平台发展中的广泛应用开辟了新路径。
In the digital age, the rapid development of e-commerce live streaming has enriched people’s lives, but it has also brought challenges to public opinion governance. Improving the efficiency of public opinion governance of e-commerce live streaming is crucial to promoting the modernization of the national governance system and capabilities. Blockchain technology, with its traceability, decentralization and data immutability, has shown great potential in information sharing and platform optimization. Therefore, this study explores the application of blockchain technology in the governance of public opinion in e-commerce live streaming. The study found that the current governance of public opinion in e-commerce live streaming faces three major difficulties: first, the public opinion environment is complex and changeable, making it difficult to effectively monitor; second, insufficient legal and institutional support affects the effectiveness of collaborative governance of multiple subjects; third, the platform’s technical capabilities are limited and data sharing is difficult. To this end, based on the theory of collaborative governance, this study proposes a technical architecture of dual-chain hybrid (public chain and alliance chain) plus interstellar file system, supplemented by supporting institutional measures, aiming to promote multi-subject collaboration through blockchain technology and achieve full-chain public opinion governance from source to terminal. This study expands new ideas for public opinion governance of e-commerce live streaming from the perspective of collaborative governance, and also opens up new paths for the widespread application of blockchain technology in the development of e-commerce platforms.