数字技术智性赋能C2C直播电商营销模式的伦理困境与治理路径——基于利益协同视角
The Ethical Dilemmas and Governance Paths of Digital Technology-Enabled C2C Live Streaming E-Commerce Marketing Model—A Perspective of Interest Synergy

本研究聚焦于数字技术智性赋能下C2C直播电商营销模式中涌现的伦理困境及其协同治理路径。基于利益协同视角，系统剖析数据权利僭越、算法权力失衡与营销信任失效等伦理问题的具体表现，深入挖掘背后的多元主体利益冲突根源。研究发现，平台、主播、消费者与监管机构间的目标错位，构成伦理风险持续演化的深层动因。对此，需通过可审计技术应用、权责匹配制度构建、多元主体联动及可持续保障机制完善，推动形成责任共担、利益共享的治理共同体，为直播电商的规范发展提供理论参考与实践指引。
This study centers on the ethical dilemmas emerging within the C2C live-streaming e-commerce marketing model under the intellectual empowerment of digital technologies, as well as the corresponding collaborative governance pathways. Grounded in the perspective of interest synergy, this paper systematically dissects the specific manifestations of ethical issues—including the usurpation of data rights, the imbalance of algorithmic power, and the failure of marketing trust—and the underlying roots of interest conflicts among multiple stakeholders. The research reveals that the misalignment of objectives among platforms, streamers, consumers, and regulatory authorities constitutes the deep-seated driver behind the continuous evolution of ethical risks. In response, this study emphasizes the cultivation of a governance community characterized by shared responsibilities and interests, which can be achieved through auditable technologies, systems matching rights with responsibilities, multi-stakeholder linkage, and sustainable guarantee mechanisms. This work aims to provide theoretical references and practical guidance for the standardized development and of live-streaming e-commerce.