数字经济下农产品电商虚假评论治理研究——基于影响、挑战与对策的分析

Research on the Governance of Fake Reviews in Agricultural Product E-Commerce under the Digital Economy—An Analysis Based on Impacts, Challenges and Countermeasures

摘要: 随着数字经济与乡村振兴战略深度融合，电商平台成为当前农产品营销的重要渠道，而农产品因非标化、体验滞后性等特性，成为虚假评论高发领域。本文首先界定农产品电商虚假评论的定义与类型，分析其对消费者行为、平台商家信誉及平台自身信誉的负面影响；进而剖析治理面临的虚假评论多样性与隐蔽性、平台治理力度不足、法律与监管不完善等挑战；最后从提升识别技术、加强平台治理、完善法律框架、推动行业自律等维度，提出多维度治理对策。研究旨在矫正市场信号、重建生态信任，打破“刷评获利”恶性循环，保障农产品电商健康发展，为其赋能乡村振兴奠定基础。

Abstract: With the in-depth integration of the digital economy and the rural revitalization strategy, e-commerce platforms have emerged as a core channel for agricultural product marketing. However, due to the non-standardized attributes of agricultural products, including low standardization and delayed quality experience, agricultural products e-commerce has become a high-risk area for fake reviews. This paper first defines the concept and types of fake reviews on agricultural products sold via e-commerce platforms, and analyzes their negative impacts on consumer behavior, merchant reputation and platform credibility. Subsequently, it explores the governance challenges, such as the diversity and concealment of fake reviews, inadequate platform regulation, and imperfect legal and supervisory systems. Finally, it proposes multi-dimensional governance countermeasures from the perspectives of advancing identification technology, intensifying platform governance, perfecting the legal framework, and promoting industry self-discipline. The study aims to correct market signals, rebuild ecological trust, break the vicious cycle of “profiting from fake reviews”, ensure the healthy development of agricultural product e-commerce, and lay a solid foundation for its role in empowering rural revitalization.