基于社交电商平台的UGC伦理问题研究

发布时间：2018-09-09 19:39

【摘要】：在社交媒体博兴的时代,传统电子商务营销依托广告的模式已经失灵,消费者的购买行为往往受到身边朋友以及网络好友的影响。社交电商应运而生,社交电商是融入社交和电商两大基因的电商新形式,用户可以通过社交电商平台的互动分享等机制生成个体化差异化的内容,相互影响。目前,社交电商发展迅猛,商业模式不断更新,平台竞争激烈,平台内的利益主体日趋多元化。技术的飞速发展更加凸显了道德的滞后性,已有的道德规范变得失控,新的伦理失范行为随之而生。基于网络虚拟性的UGC出现了透支熟人信用、内容虚假、价值观扭曲、公正客观性缺失、消费者隐私受到侵犯等一系列伦理失范问题,损害了消费者的利益和市场秩序,影响了社交电商平台的良性发展。因此,社交电商平台中的UGC伦理问题研究具有十分重要的理论意义和实践价值。本文采用了案例分析法、多学科结合的方法、文献研究的研究方法,主要对相关的概念进行了界定,对网络伦理产生的条件和学理来源等做了阐释,并论述了网络伦理与社交电商UGC的相关性。结合相关实例,从平台运营方、商家品牌方、用户等角度梳理归纳了其中的主要伦理问题,针对这些问题,从主体和环境两方面因素对其产生的原因进行了分析和论述。基于上面的分析构建了用户在社交电商平台上进行内容生成应遵循的伦理原则。最后,对于规避社交电商UGC伦理失范行为,对不同道德主体提出了针对性的对策建议。旨在为我国社交电商的健康发展提供理论支撑和实践路径。
[Abstract]:In the era of social media boom, the traditional e-commerce marketing model based on advertising has failed, consumers'purchasing behavior is often affected by their friends and network friends. At present, social e-commerce is developing rapidly, business model is constantly updated, platform competition is fierce, and the stakeholders in the platform are becoming more and more diversified. The rapid development of technology has highlighted the lag of ethics, the existing ethical norms become out of control, and new ethical Anomies follow. UGC based on network virtuality appears a series of ethical anomie problems such as overdraft acquaintance credit, false content, distorted values, lack of impartiality and objectivity, violation of consumer privacy, which damages consumer interests and market order, and affects the benign development of social e-commerce platform. This paper uses case analysis method, multi-disciplinary method, literature research method, mainly defines the relevant concepts, explains the conditions of network ethics and its theoretical sources, and discusses the phase of network ethics and social e-commerce UGC. Combining with relevant examples, this paper summarizes the main ethical issues from the perspective of platform operators, merchant brands, users, etc. Aiming at these problems, this paper analyzes and discusses the causes of these problems from the aspects of subject and environment. Based on the above analysis, the paper constructs the content generation response of users on the social e-commerce platform. Finally, to avoid the ethical anomie of social e-commerce UGC, the paper puts forward some countermeasures and suggestions for different moral subjects, aiming at providing theoretical support and practical path for the healthy development of social e-commerce in China.
【学位授予单位】：暨南大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F724.6

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