经济法视域下“网络刷单”行为的法律规制究

Research on the Legal Regulation of “Online-Brushing Orders” from the Perspective of Economic Law

摘要: 在数字化浪潮的强力推动下，电子商务产业呈现出蓬勃兴盛、高歌猛进的发展态势。然而在这片繁荣景象的背后，“刷单”问题却悄然滋生、频繁发作。它破坏了公平竞争的市场原则的同时，其虚假的数据和评价误导了消费者的决策，损害了消费者的合法权益，降低了消费者对电商平台的信任度。因此，本文紧密聚焦于“网络刷单”行为这一核心议题，展开深入系统的研究与分析。通过大量的数据调研、案例剖析以及法律条文解读，得出如下结论：尽管政府部门高度重视“网络刷单”问题并采取了一系列强有力的打击与规制措施，我国刷单行为的整体规模有所下降。但随着技术的不断进步和监管的加强，“网络刷单”者也在不断变换手法，新的“刷单”方式如雨后春笋般不断涌现，其隐蔽性更强、手段更加复杂多样，这无疑给监管部门带来了巨大的挑战，使得打击难度日益增大。从长远来看，要彻底根治“刷单”这一顽疾，治理工作依然任重而道远，需要政府、企业、社会各方形成合力，共同构建一个健康、有序、诚信的电子商务经营环境。

Abstract: Driven by the powerful wave of digitalization, the e-commerce industry has exhibited a thriving and rapidly advancing development trend. However, beneath this prosperous facade, the issue of “fake ordering (brush sales)” has quietly proliferated and recurred frequently. It not only undermines the principles of fair competition in the market but also misleads consumer decision-making through false data and reviews, thereby infringing upon consumers’ legitimate rights and interests and eroding their trust in e-commerce platforms. Therefore, this article closely focuses on the core issue of “fake ordering (brush sales)” behavior, conducting in-depth and systematic research and analysis. Through extensive data research, case studies, and interpretation of legal provisions, the following conclusions have been drawn: Despite the high priority given by government departments to the issue of “fake ordering (brush sales)” and the implementation of a series of robust measures to combat and regulate it, the overall scale of such behavior in China has declined. Nevertheless, with continuous technological advancements and strengthened supervision, practitioners of “fake ordering (brush sales)” are constantly evolving their tactics. New methods of “fake ordering (brush sales)” have emerged like bamboo shoots after a spring rain, featuring greater stealth and more sophisticated techniques. This undoubtedly poses significant challenges to regulatory authorities, making the task of crackdown increasingly difficult. From a long-term perspective, to completely eradicate the persistent problem of “fake ordering (brush sales),” governance efforts still have a long way to go. It requires the joint efforts of the government, enterprises, and society as a whole to jointly foster a healthy, orderly, and trustworthy e-commerce business environment.