网络营销算法推荐下的消费者权益保护与公共监管研究

Research on the Protection of Consumers’ Rights and Public Supervision under the Algorithmic Recommendation of Online Marketing

摘要: 随着数字经济深度发展，算法推荐已成为电商平台优化营销效率的核心工具。但技术红利背后，算法黑箱引发的消费者权益侵害问题日益凸显，包括“千人千价”导致的公平交易权受损、信息茧房限制的选择权失衡、超范围数据采集侵害个人信息权等。本文聚焦电商场景，基于信息不对称理论、监管科技理论与平台责任理论，系统分析算法推荐的运作机制与权益侵害表现，梳理现行监管体系面临的责任认定难、技术监管弱、跨境监管空等困境，提出“法律规制、技术监管、平台自治、权利救济”四维协同的优化路径，为算法时代电商行业规范发展与消费者权益保护提供理论支撑与实践参考。

Abstract: With the in-depth development of the digital economy, algorithmic recommendation has become a core tool for e-commerce platforms to optimize marketing efficiency. However, behind the technological dividends, the problems of consumer rights infringement caused by the algorithmic black box are becoming increasingly prominent, including the damage to the right to fair trade caused by “thousands of people, thousands of prices”, the imbalance of the right to choose caused by the information cocoon, and the infringement of personal information rights due to excessive data collection. This article focuses on the e-commerce scenario, based on the theories of information asymmetry, regulatory technology, and platform responsibility, systematically analyzes the operation mechanism and manifestations of rights infringement of algorithmic recommendation, sorts out the difficulties faced by the current regulatory system, such as difficult responsibility determination, weak technical supervision, and lack of cross-border supervision, and proposes a four-dimensional coordinated optimization path of “legal regulation, technical supervision, platform self-governance, and rights relief”, providing theoretical support and practical reference for the standardized development of the e-commerce industry and the protection of consumer rights in the algorithmic era.