数据挖掘下电商虚假评论法律追责机制研究

Study on the Legal Accountability Mechanism for False Reviews in E-Commerce in the Context of Data Mining

摘要: 在电商经济常态化发展背景下，虚假评论通过操控商品口碑严重侵害消费者知情权与选择权，而传统法律追责因证据收集难、责任主体模糊、程序效率低陷入治理困境。本文以数据挖掘技术为核心工具，从消费者权益保护与平台责任双重视角，系统研究电商虚假评论的法律追责机制。首先梳理虚假评论的生成模式与侵权表现，结合《电子商务法》《消费者权益保护法》等现行规范，剖析当前追责机制中“证据固定难、责任划分乱、救济成本高”三大痛点；进而深入探讨数据挖掘在虚假评论识别(文本特征提取、行为模式分析)、证据链构建(数据留存与溯源)、责任主体溯源(商家–刷手–平台关联追踪)中的应用路径；最终从立法完善、平台义务细化、追责程序优化三个维度，构建“技术赋能 + 法律保障”的协同追责机制，为破解虚假评论治理难题、维护电商市场秩序提供理论支撑与实践方案。

Abstract: Against the backdrop of the normal development of the e-commerce economy, fake reviews seriously infringe on consumers’ right to know and right to choose by manipulating product reputations. The traditional legal accountability mechanism has fallen into a governance dilemma due to difficulties in evidence collection, ambiguity of responsible entities, and low procedural efficiency. Taking data mining technology as the core tool, this paper systematically studies the legal accountability mechanism for e-commerce fake reviews from the dual perspectives of consumer rights protection and platform responsibilities. Firstly, it sorts out the generation patterns and infringement manifestations of fake reviews. By integrating current regulations such as the E-commerce Law and the Law on the Protection of Consumer Rights and Interests, it analyzes the three major pain points in the current accountability mechanism: “difficulty in evidence fixation, chaos in liability division, and high relief costs”. Then, it delves into the application paths of data mining in the identification of fake reviews (including text feature extraction and behavior pattern analysis), the construction of the evidence chain (covering data retention and traceability), and the tracing of responsible entities (involving the association tracking of merchants, brushers, and platforms). Ultimately, from the three dimensions of legislative improvement, refinement of platform obligations, and optimization of the accountability process, this paper constructs a collaborative accountability mechanism of “technology empowerment + legal guarantee”, aiming to provide theoretical support and practical solutions for cracking the governance problems of fake reviews and maintaining the order of the e-commerce market.