电商“盲盒”营销中消费者权益保护研究

Research on Consumer Rights Protection in E-Commerce “Blind Box” Marketing

摘要: 随着电商“盲盒”营销模式的快速兴起，消费者权益保护问题日益凸显。本文通过剖析电商“盲盒”营销模式的特性及法律关系，揭示其导致的消费者知情权、公平交易权与售后权受损现状。盲盒经济下消费者权益保护困境源于立法缺失、监管滞后、消费者认知偏差及行业自律不足等多重因素。对此，本文提出构建“法律规制–行政监管–教育维权–行业自律”的四维保护路径：完善《电子商务法》增设“随机性交易”专章，建立区块链穿透式监管体系，实施消费者分层教育机制，强化行业协会赋权与平台责任。通过系统性治理，旨在平衡商业创新与消费者权益，推动电商“盲盒”模式的可持续发展。

Abstract: With the rapid rise of the e-commerce “blind box” marketing model, issues of consumer rights protection have become increasingly prominent. This paper analyzes the characteristics and legal relationships of the e-commerce “blind box” marketing model, revealing its adverse effects on consumers’ rights to know, fair trade, and after-sale services. The study identifies that challenges in consumer rights protection stem from multiple factors, including legislative gaps, regulatory lag, cognitive biases among consumers, and insufficient industry self-discipline. To address these issues, this paper proposes a four-dimensional protection framework integrating legal regulation, administrative oversight, consumer education, and industry self-discipline. Specific measures include amending the “E-Commerce Law” to add a “Random Transaction” chapter, establishing a blockchain-based transparent regulatory system, implementing stratified consumer education programs, and empowering industry associations to enforce platform accountability. Through systematic governance, this framework aims to balance commercial innovation with consumer rights protection, promoting the sustainable development of the e-commerce “blind box” model.