论电子商务中消费者信用评价权的性质、边界与法律保护

The Nature, Boundaries, and Legal Protection of Consumers’ Credit Evaluation Rights in E-Commerce

摘要: 电子商务的蓬勃发展催生了以信用评价为核心的信任构建机制。消费者的“差评权”作为该机制的关键环节，在实践中引发了诸多法律争议，其法律属性模糊、行使边界不清以及保护机制不完善等问题日益凸显。本文以《民法典》为根本分析框架，旨在对电子商务领域消费者信用评价权进行系统的法律审视。文章首先论证，该权利在法律性质上应被界定为一种根植于《民法典》人格权编、以实现消费者监督权为核心功能的新型人格权益，而非传统的名誉权延伸。进而，本文结合电子商务的特定场景，深入剖析该权利的行使边界，重点探讨“恶意差评”的侵权认定标准，以及其与商家名誉权冲突时的平衡原则。最后，本文致力于整合相关规范，构建一个多层次、可操作的民法保护与救济体系，为营造健康、公平的电子商务信用生态贡献学术智慧。

Abstract: The vigorous development of e-commerce has given rise to a trust-building mechanism centered on credit evaluation. As a key component of this mechanism, consumers’ “right to post negative reviews” has triggered numerous legal disputes in practice, with issues, such as ambiguous legal attributes, unclear boundaries for exercise, and inadequate protection mechanisms, becoming increasingly prominent. Taking the Civil Code of the People’s Republic of China (hereinafter referred to as the Civil Code) as the fundamental analytical framework, this paper aims to conduct a systematic legal examination of consumers’ credit evaluation rights in the e-commerce field. First, the paper argues that, in terms of legal nature, this right should be defined as a new type of personal right and interest rooted in the Personality Rights Chapter of the Civil Code, with the core function of realizing consumers’ right to supervision, rather than an extension of the right of reputation. Furthermore, combining the specific scenarios of e-commerce, the paper conducts an in-depth analysis of the boundaries for exercising this right, focusing on the tort determination standards for “malicious negative reviews” and the balancing principles when this right conflicts with merchants’ right of reputation. Finally, the paper integrate relevant norms, so as to construct a multi-level and operable civil law protection and remedy system. It is expected to contribute academic wisdom to fostering a healthy and fair e-commerce credit ecosystem.