电商领域消费者权益保护的实践困境与出路

The Practical Dilemmas and Solutions in the Protection of Consumers’ Rights and Interests in the E-Commerce Sector

摘要: 随着数字经济成为全球范围内经济增长的重要引擎，电子商务已经深度融入我们社会生活的各个方面。然而，由于其虚拟化、智能化、平台化与全球化的特征，使电子商务在带来前所未有的便利同时，也对奠基于工业文明时代的传统消费者权益保护法律体系带来了颠覆性的挑战。本文旨在剖析电商领域消费者在维权过程中面临的证据偏在、合意异化、治理壁垒、责任模糊与惩戒失灵等五大核心困境，并思考性揭示技术依赖、数据寡头垄断与维权心理成本等新兴隐性问题。本文论证，应对这一系列相互交织的体系性难题，必须突破传统局部修补式立法填充的思维模式，转向构建一个融合了规则重构、技术赋能、责任再造、机制创新与国际协同为一体的多元共治生态体系，为构建适应数字化时代特征的消费者权益保护提供充满包容性与前瞻性的路径指引。

Abstract: As the digital economy has emerged as a crucial engine for global economic growth, e-commerce has been deeply integrated into all aspects of our social life. However, characterized by virtualization, intelligence, platformization, and globalization, e-commerce, while bringing unprecedented convenience, also poses subversive challenges to the traditional legal system for consumer rights protection, which is rooted in the era of industrial civilization. This paper aims to analyze the five core dilemmas faced by consumers in safeguarding their rights in the e-commerce field, including information asymmetry in evidence, alienation of consensus, governance barriers, ambiguity of liability, and failure of punishment. It also explores and reveals emerging hidden issues such as technology dependence, data oligopoly, and psychological costs of rights protection. The paper argues that to address this series of intertwined systemic problems, it is essential to break free from the traditional mindset of partial and incremental legislative amendments. Instead, we should shift towards building a multi-stakeholder collaborative governance ecosystem that integrates rule reconstruction, technological empowerment, liability restructuring, mechanism innovation, and international coordination. This ecosystem is intended to provide an inclusive and forward-looking road map for establishing consumer rights protection that adapts to the characteristics of the digital age.