电商场景下“消费信贷支付”的销售引导与金融消费者保护研究

Research on Sales Guidance and Financial Consumer Protection for “Consumer Credit Payments” in the E-Commerce Scenario

摘要: 随着电商平台与金融科技的深度融合，“消费信贷支付”(如花呗、白条)已成为主流的支付方式之一。然而，平台通过界面设计“黑暗模式”进行营销引导，产生了侵害金融消费者知情权、自主选择权的显著风险。本文旨在剖析这一现象背后的法律困境：首先，在行为定性上，此类销售引导可能构成《消费者权益保护法》下的误导行为，但《电子商务法》第19条对“默认搭售”的规制存在适用局限性。其次，在监管衔接上，电商平台作为“信贷 + 支付”服务的整合者，其法律身份介于信息中介与信用中介之间，导致《电子商务法》与金融监管规范适用重叠与空白并存。最后，在责任划分上，平台与资金提供方之间的责任链条模糊，加剧了金融消费者的维权困难。本文建议，应通过穿透式监管明确平台作为“金融看门人”的责任，将金融营销的特别规范引入电商场景，并构建基于行为差分的责任分配规则，以实现创新激励与消费者权益保护的平衡。

Abstract: With the deep integration of e-commerce platforms and financial technology, “consumer credit payments” (such as flowers and white notes) have become one of the mainstream payment methods. However, the platform uses “dark mode” of user interface design to conduct marketing guidance, resulting in a significant risk of infringement of financial consumers’ right to know, independent choice. This article aims to analyze the legal dilemmas behind this phenomenon: First, in terms of qualitative behavior, such sales guidance may constitute misleading behavior under the Consumer Rights Protection Act, but Article 19 of the E-Commerce Law has limitations on the regulation of “default co-selling”. Secondly, in terms of regulatory interface, e-commerce platforms, as integrators of “credit + payment” services, have a legal status between information intermediaries and credit intermediaries, resulting in overlapping and gaps in the application of the E-Commerce Law and financial regulatory norms. Finally, in terms of the division of responsibilities, the ambiguity of the liability chain between platforms and funding providers increases the difficulty of financial consumers’ advocacy. This paper recommends that the responsibility of platforms as “financial gatekeepers” should be clarified through penetrative regulation, special regulations on financial marketing should be introduced into the e-commerce scenario, and rules on the distribution of responsibilities based on poor behavior should be established to achieve a balance between innovation incentives and consumer rights protection.