C2C模式下消费者网络交易评价法律问题研究

Research on the Legal Issues of Consumer Online Transaction Evaluation under the C2C Model

摘要: 数字经济浪潮下，网络交易受到消费者青睐。由于互联网天然的虚拟性和不对称性，网络交易评价成为消费者购买决策的考量因素。目前学理层面和司法实践越发重视评价的重要价值，寻求数字经济时代下消费者新型权益的法律构建。通过文献研究法和比较分析法，发现目前消费者网络交易评价权缺位，不正当评价行为此起彼伏；司法实践中消费者网络评价往往侵及商家名誉，法官的司法自由裁量权行使偏差大；网络交易平台自身的评价机制失衡，确保消费者评价权益的基础欠缺；需要采用“设权 + 行为规制”的入法路径保障消费者网络评价权益，界定评价规则的行使边界，完善网络交易评价自身机制；优化评价规范及算法模型，落实网络交易平台监管责任，积极引入第三方评价机构。

Abstract: Under the wave of digital economy, online transactions are favored by consumers. Due to the natural virtuality and asymmetry of the Internet, the evaluation of online transactions has become a factor for consumers to consider in their purchase decisions. At present, more and more attention is paid to the important value of evaluation at the academic level and judicial practice, and the legal construction of new consumer rights and interests in the era of digital economy is sought. Through literature research and comparative analysis, it is found that there is a lack of evaluation rights for consumers’ online transactions, and improper evaluation behaviors occur one after another. In judicial practice, consumer online evaluation often infringes on the reputation of merchants, and the exercise of judicial discretion by judges is greatly deviated. The evaluation mechanism of the online trading platform itself is unbalanced, and the basis for ensuring the evaluation rights and interests of consumers is lacking. It is necessary to adopt the legal path of “establishment of rights + behavior regulation” to protect the rights and interests of consumers in online evaluation, define the exercise boundary of evaluation rules, and improve the mechanism of online transaction evaluation. Additionally, it is crucial to optimize evaluation standards and algorithm models, fulfill the regulatory responsibilities of online trading platforms, and actively introduce third-party evaluation institutions.