网络交易中的消费者评价权法律保护问题研究

Research on the Legal Protection of Consumers’ Right to Evaluate in Online Transactions

摘要: 在网络交易蓬勃发展的背景下，消费者评价权作为构建信任经济的核心权利，其法律保护问题日益凸显。本文系统剖析网络交易中消费者评价权的内涵与法律属性，以信息不对称理论、公共利益理论和市场失效理论为其法理基础。随着平台经济的深化，消费者评价已成为数字信任体系的基石，但相关的侵权行为层出不穷，严重影响了市场秩序和消费者信心。本文研究直面这一现实问题，试图从法律层面构建保护框架，提出构建系统化规范体系、协同化信用治理机制和差异化激励约束机制的多路径协同治理策略，对于规范平台与商家行为、保护消费者权益、维护公平竞争的市场环境具有重要的实践价值。

Abstract: Against the backdrop of the booming development of online transactions, the legal protection of consumers’ right to review—regarded as a core right in building a trust-based economy—has become increasingly prominent. This paper systematically analyzes the connotation and legal attributes of consumers’ right to review in online transactions, with the theories of information asymmetry, public interest, and market failure serving as its jurisprudential foundations. As the platform economy continues to deepen, consumer reviews have become the cornerstone of the digital trust system. However, related infringement acts emerge one after another, seriously undermining market order and consumer confidence. Addressing this practical issue directly, this study attempts to construct a protection framework from a legal perspective and proposes a multi-path collaborative governance strategy, including the establishment of a systematic regulatory system, a coordinated credit governance mechanism, and a differentiated incentive and constraint mechanism. Such efforts hold significant practical value for regulating the behaviors of platforms and merchants, safeguarding consumers’ rights and interests, and maintaining a fair competitive market environment.