社交电商模式中平台经营者责任的界定困境——以“小红书”笔记带货为例

Defining the Dilemma of Platform Operator Liability in Social E-Commerce Models—A Case Study of “Xiaohongshu” Shopping Notes

摘要: 随着社交电商的快速发展，“内容 + 社区 + 电商”的融合模式逐渐成为主流，其中以“种草”经济为代表的社交推荐机制深刻改变了传统电商的交易逻辑。然而，这种模式下平台经营者法律责任的界定却面临前所未有的困境。本文以小红书“笔记带货”为典型案例，分析其作为内容社区与电商平台的双重身份所带来的法律定性模糊、行为性质难以界定、审核义务边界不清等问题。研究发现，困境根源在于立法滞后、技术识别局限、商业模式驱动与监管实践挑战。为此，本文提出应从立法层面构建“阶梯式”责任认定标准，强化穿透式监管与平台技术自治，推动形成多元共治的治理体系，以实现平台责任界定的合理性与适应性。

Abstract: The rapid growth of social e-commerce has popularized the “content + community + e-commerce” model, in which social recommendation mechanisms like “suggestive content” have reshaped traditional e-commerce logic. Yet, this model complicates how platform operators’ legal liabilities are defined. Using Xiaohongshu’s “shopping notes” as a case study, this paper examines ambiguities in its dual role as content community and e-commerce platform—including unclear legal status, blurred behavioral definitions, and vague review obligations. These challenges stem from delayed legislation, technical limitations, business model incentives, and regulatory constraints. The study proposes a tiered liability framework, enhanced oversight, and technology-assisted self-regulation to foster a collaborative and adaptive governance system.