电商失信及其治理:一个市场社会学路径的分析——以华东某“淘宝镇”为例

E-commerce Dishonesty and Its Governance:an Analysis of a Market Sociology Path:Taking a"Taobao Town"in East China as an example

电子商务领域的失信现象普遍存在,本文以市场社会学的研究路径,对华东某“淘宝镇”卖家失信现象展开分析,尝试理解电商失信的原因和治理困境。研究发现:电商失信是一个被文本地和实践地生产的产物,其内容生产过程是一个关联地方政府、平台企业和商家的价值规范、治理制度和操作技术相衔接的过程,而其实践表达则充斥着卖家利用关系网络对规则的技术性反制。从场域条件看,地方政府规制的不足、“劣币驱逐良币”的市场环境及电商平台的角色张力为失信的存续提供了结构性机会。据此,建议关注政府、市场和社会中多方主体在线上线下跨时空领域展开创新型、技术性协同合作的重要性,并考虑将此思路延伸到数字经济领域其他失范行为的治理中。

The dishonesty in the field of e-commerce is widespread.This article uses the research path of market sociology to analyze the dishonesty of sellers in Taobao Town,a place in East China,and attempts to understand the reasons and governance difficulties of e-commerce dishonesty.Research has found that e-commerce dishonesty is a product of local and practical production,and its content production process is a process of connecting the value norms,governance systems,and operational technologies of local governments,platform enterprises,and merchants,while its practical expression is filled with sellers'technical countermeasures against rules through the use of relationship networks.From the perspective of field conditions,the lack of local government regulation,the market environment of"bad currency driving out good currency",and the role tension of e-commerce platforms provide structural opportunities for the existence of dishonesty.Based on this,it is recommended to pay attention to the importance of innovative and technological collaborative cooperation among multiple entities in the government,market,and society,both online and offline,across time and space domains,and consider extending this approach to the governance of other misconduct in the digital economy field.