电商平台信用评价干扰行为对消费者决策的作用路径研究

Study on the Influence Path of Interference Behaviors in Credit Evaluation on E-Commerce Platforms on Consumer Decision-Making

摘要: 本文聚焦电商平台信用评价干扰行为，旨在分析其对消费者决策的影响并探索法律规制路径。该行为指平台内经营者及其他主体为谋取不正当竞争优势，通过刷单炒信、利诱好评、恶意差评、删除或折叠差评四类方式，干扰评价机制导致信息失真。其通过破坏“信息传递–信任构建–风险调节”链条，使消费者因信息失真、信任扭曲、风险盲视作出错误决策。鉴于此，本文梳理出现行规制存在立法不完善、监管不适应、平台治理失范、信用体系不健全等问题。最后提出完善路径：扩大法律规制主体、增设独立条款；构建“平台–政府–消费者”三方监管；统一平台治理标准；健全第三方评价与失信惩戒。本研究认为，多维度协同规制可修复评价对决策的作用，维护电商市场秩序。

Abstract: This paper focuses on credit evaluation interference behaviors on e-commerce platforms, aiming to analyze their impact on consumers’ decision-making and explore paths for legal regulation. Such behaviors refer to actions by operators on the platform and other entities who, in pursuit of unfair competitive advantages, interfere with the evaluation mechanism through four means—fake transactions to inflate credit, inducing positive reviews through incentives, malicious negative reviews, and deleting or collapsing negative reviews—thereby causing information distortion. By disrupting the “information transmission-trust building-risk adjustment” chain, these behaviors lead consumers to make wrong decisions due to information distortion, trust distortion, and risk blindness. In light of this, the paper identifies shortcomings in the current regulatory framework, including inadequate legislation, incompatible supervision, substandard platform governance, and an underdeveloped credit system. Finally, it proposes improvement paths: expanding the scope of subjects under legal regulation and adding independent clauses; establishing a tripartite supervision mechanism involving “platforms, the government, and consumers”; unifying standards for platform governance; and improving third-party evaluation and punishment mechanisms for dishonest practices. This study argues that multi-dimensional and collaborative regulation can restore the role of evaluations in guiding decision-making and safeguard the order of the e-commerce market.