摘要: 随着电商经济的快速发展，“好评返现”行为逐渐成为网络购物中的普遍现象。这种行为通过返现激励消费者给予商品好评，虽在一定程度上提升了商家的销量与排名，但也引发了虚假宣传、侵犯消费者权益、扰乱市场秩序等一系列法律问题。本文从网络购物“好评返现”行为的兴起与产生原因入手，分析其引发的一系列法律问题，提出增加举证责任倒置、优化消费者评价机制等规制路径，为规范“好评返现”行为、维护电子商务市场秩序提供理论支持与实践参考，推动电商经济健康发展。

Abstract: With the rapid development of the e-commerce economy, “praise cash-back” behavior has gradually become a common phenomenon in online shopping. This practice incentivizes consumers to leave positive reviews through praise cash-back, which, while boosting merchants’ sales and rankings to some extent, has also triggered a series of legal issues such as false advertising, infringement of consumer rights, and market order disruption. This study examines the rise and underlying causes of the “praise cash-back” practice in online shopping, analyzes its resulting legal ramifications, and proposes regulatory solutions such as introducing a reversed burden of proof and optimizing consumer feedback mechanisms. By providing theoretical and practical insights for curbing such practices and safeguarding e-commerce market order, the research aims to foster healthier development of the digital marketplace.