社交电商流量逻辑的伦理回落及其矫正路径

The Ethical Fallback of the Flow Logic of Social E-commerce and Its Correction Path

“社交电商”是“社交+电商”的新型电商模式,在根本上遵循流量逻辑并追求变现效果。从商业逻辑本身来说,“流量逻辑”并非错误,但从伦理后果来说,如果对其规范力度不够,就会使得“理性社交”的成分异化为以“流量逻辑”建构的、充满攀比之风和消费主义的商业社会关系,也有可能导致商家采取虚假或夸大的宣传一味引流,误导消费者,损害消费者的权利。因此“社交电商”必须重返基本伦理,通过柔性教育和刚性教育相结合,在“社交电商”回返诚信商业基本伦理的同时,对商业底线伦理行为进行纠正。

"Social e-commerce"is a new e-commerce model of"social+e-commerce",which funda-mentally follows the logic of flow and pursues the effect of realization.In terms of business logic itself,"flow logic"is not wrong,but in terms of ethical consequences,if it is not regulated enough,it will alienate the"rational communication"component into"flow logic".However,in terms of ethical consequences,if it is not regulated sufficiently,it will alienate the"rational communication"component into a commercial social rela-tionship constructed by"flow logic"and full of comparison and consumerism,and may also lead to the dishon-esty of merchants,who adopt false or exaggerated publicity to attract traffic,mislead consumers and harm their rights.Therefore,"social e-commerce"must return to basic ethics,and through a combination of flexible and rigid education,"social e-commerce"to return to the basic ethics of honesty and integrity in business,while correcting the bottom line of ethical behavior.