数字行政背景下的电商平台消费者权益保护

Consumer Rights Protection on E-Commerce Platforms in the Context of Digital Administration

摘要: 随着数字政府建设的深入推进，数字行政作为一种新型治理模式正深刻重塑电子商务领域的消费者权益保护格局。研究揭示了当前电商平台消费者权益保护面临的突出问题：一是数据滥用与算法歧视问题突出，平台通过复杂用户协议获取过度数据授权，利用算法实施差异化定价、操纵搜索结果，严重侵害消费者知情权、选择权和公平交易权；二是平台监管机制乏力，对经营者资质审核不严，对刷单等违规行为查处不力，投诉处理机制效率低下。针对这些问题，本文提出数字行政背景下完善消费者权益保护体系的三条路径：建立电商平台真实性审查义务标准，通过立法细化平台信息核实责任，推动政企数据共享，建立动态核验机制；加强行政约谈与行政处罚的制度衔接，构建多元共治的社会治理格局，明确政府、平台、行业协会、消费者等各方责任边界，充分发挥行业协会自律作用，建立健全在线纠纷解决机制。

Abstract: With the deepening of digital government construction, digital administration, as a new governance model, is profoundly reshaping the consumer rights protection landscape in the e-commerce sector. The research reveals the prominent issues currently faced in consumer rights protection on e-commerce platforms: firstly, the issues of data misuse and algorithmic discrimination are prominent. Platforms obtain excessive data authorisations through complex user agreements and use algorithms to implement differential pricing and manipulate search results, severely infringing on consumers’ right to know, right to choose, and right to fair transactions; secondly, the platform’s regulatory mechanisms are weak, with inadequate review of operators’ qualifications and insufficient action against illegal activities such as fake transactions, and complaint handling mechanisms are inefficient. To address these issues, this paper proposes three pathways to improve the consumer rights protection system under the context of digital administration: establishing standards for the authenticity review obligations of e-commerce platforms, refining platforms’ information verification responsibilities through legislation, promoting government-enterprise data sharing, and establishing a dynamic verification mechanism; strengthening the institutional connection between administrative interviews and administrative penalties, constructing a diversified co-governance social governance framework, clarifying the responsibility boundaries of the government, platforms, industry associations, and consumers, fully leveraging the self-regulatory role of industry associations, and establishing and improving online dispute resolution mechanisms.