数据挖掘视角下电商虚假评论法律追责机制研究

Research on the Legal Accountability Mechanism of E-Commerce False Comments from the Perspective of Data Mining

摘要: 在当前电子商务蓬勃发展的背景下，虚假评论问题愈发凸显。根源在于商家的利益驱动、平台的监管漏洞、消费者的辨别能力不足以及监管的不完善等多方面因素。数据挖掘技术的应用为电商虚假评论的识别提供了有力的技术支持。法律规定的模糊性导致在虚假评论的认定标准、行为主体和责任承担方式等方面缺乏明确的界定。在确定法律追责的基本原则时，遵循过错责任原则、采用惩罚性赔偿原则，提高违法成本。在责任主体的认定与责任划分方面，则区分商家、刷手方、电商平台等主体依法依规承担民事责任、行政责任，情节严重者追究刑事责任，构建合理可行的法律追责机制。

Abstract: In the context of the current booming e-commerce, the problem of fake reviews is becoming more and more prominent. The root cause lies in many factors such as the interest drive of merchants, the regulatory loopholes of the platform, the lack of discernment ability of consumers, and the imperfection of supervision. The application of data mining technology provides strong technical support for the identification of false reviews in e-commerce. The ambiguity of legal provisions leads to a lack of clear definition of the criteria for identifying false comments, the subject of the actor, and the way to bear responsibility. When determining the basic principles of legal accountability, the principle of fault liability and the principle of punitive damages should be adopted to increase the cost of violations. In terms of the identification and division of responsibilities, it distinguishes between merchants, brushers, e-commerce platforms and other entities to bear civil and administrative liabilities in accordance with laws and regulations, and pursues criminal liability in serious circumstances, and builds a reasonable and feasible legal accountability mechanism.