电商平台算法推荐下消费者自主权保护研究

Research on the Protection of Consumers’ Autonomy under the Algorithm Recommendation of E-Commerce Platforms

摘要: 随着数字经济快速发展，电商平台算法推荐在提升交易效率的同时，也对消费者自主权保护构成新挑战。文章结合行为经济学理论，深入剖析诱导型、欺诈型与操纵型三类典型的算法推荐侵权形态。研究发现，上述侵权行为根源于技术权力扩张与消费者自主权保护的失衡，且目前难以被国内法有效规制。对此，文章比较分析欧美治理模式并总结经验，结合产业经济学视角，有针对性地提出引入综合审查机制规制诱导型算法推荐、强化信息披露与验证机制规制欺诈型算法推荐、确立操作公平性审查原则规制操纵型算法推荐三种规制方案，旨在完善消费者自主权保护体系，为电商经济健康、有序发展提供有益参考。

Abstract: With the rapid development of the digital economy, algorithmic recommendation on e-commerce platforms, while improving transaction efficiency, poses new challenges to the protection of consumer autonomy. By integrating behavioral economics theory, this article conducts an in-depth analysis of three typical types of algorithmic recommendation infringement: inductive, deceptive, and manipulative. The research reveals that these infringements stem from the imbalance between the expansion of algorithmic power and the protection of consumer autonomy, and currently, domestic laws find it difficult to effectively regulate them. In response, this article conducts a comparative analysis of European and American governance models and summarizes relevant experiences. From the perspective of industrial economics, it puts forward three targeted regulatory solutions: introducing a comprehensive review mechanism to regulate inductive algorithmic recommendation, strengthening the information disclosure and verification mechanism to regulate deceptive algorithmic recommendation, and establishing an operational fairness review principle to regulate manipulative algorithmic recommendation. The aim is to improve the consumer autonomy protection system and provide useful references for the healthy and orderly development of the e-commerce economy.