电商经济中消费者权益保护研究

Research on Consumer Rights Protection in E-Commerce Economy

摘要: 电商经济的虚拟性、远程性和技术性在带来便利的同时，也因其信息不对称和技术权力不对等，造成了以“大数据杀熟”、个人信息泄露和商家虚假宣传等侵害消费者权益的行为，造成信息与能力本就处于弱势地位的消费者合法权益受损。本文旨在系统阐述我国网络购物蓬勃发展背景下消费者权益面临的新型风险与挑战。进一步剖析这些问题的具体表现与原因，同时从加强平台监管、提升消费者维权意识及畅通多元纠纷解决机制三个层面提出相应的对策，倡导共同构建安全、公平、可信的电商消费环境。保护消费者的合法权益这不仅关乎个体权益救济，更是保障数字经济健康发展和提升国家竞争力的重要选择。

Abstract: While the virtual, remote, and technological nature of e-commerce brings convenience, it also creates a pattern of rights infringement mainly based on “big data killing”, personal information leakage, and false advertising by merchants due to information asymmetry and unequal technological power. This seriously damages the legitimate rights and interests of consumers who are in a disadvantaged position in terms of information and ability. This article aims to systematically explain the new risks and challenges faced by consumer rights in the context of the booming development of online shopping in China. In order to deeply analyze the specific manifestations and root causes of these problems, and to propose systematic countermeasures from three aspects: strengthening platform supervision, enhancing consumer rights awareness, and facilitating diversified dispute resolution mechanisms, in order to arouse attention from all parties and jointly build a safe, fair, and trustworthy e-commerce consumption environment. This not only concerns individual rights relief, but also is a strategic necessity to ensure the healthy development of the digital economy and enhance national competitiveness.