论电商评价失真对经营者名誉权侵害的法律保护

On the Legal Protection against Infringement of Operators’ Reputation Rights by E-Commerce Review Distortion

摘要: 在数字经济赋能实体经济的背景下，电子商务已深度融入我国市场经济体系，其高效的交易模式重塑了消费与经营生态。在此进程中，电商评价体系作为连接消费者决策与经营者市场声誉的关键媒介，兼具信息传递与信用背书功能。然而，伴随电商行业扩张，评价失真现象呈规模化、复杂化态势，虚假好评、恶意差评、评价操纵等行为频发，既破坏评价体系的信用基础，又对经营者名誉权构成实质性侵害，可能直接降低公众对经营者品德、信用的社会评价，引发经营困境与经济损失，扰乱公平竞争秩序。鉴于此，本文聚焦电商评价失真与经营者名誉权保护的互动关系，系统梳理评价失真表现形式，剖析其对名誉权的侵害路径，结合现行法律规定与典型案例，提炼法律保护机制的不足，进而提出完善建议，以期维护电商市场秩序，保障经营者合法权益。

Abstract: Under the background of digital economy empowering the real economy, e-commerce has been deeply integrated into China’s market economy system, and its efficient trading mode has reshaped the consumption and management ecology. In this process, the e-commerce evaluation system, as a key medium connecting consumers’ decision-making and operators’ market reputation, has both information transmission and credit endorsement functions. However, with the expansion of the e-commerce industry, the phenomenon of e-commerce review distortion is large-scale and complicated, with frequent behaviors such as false praise, malicious bad review and evaluation manipulation, which not only destroys the credit foundation of the evaluation system, but also substantially infringes on the reputation right of operators, which may directly reduce the public’s social evaluation of operators’ morality and credit, lead to operational difficulties and economic losses, and disrupt the order of fair competition. In view of this, this paper focuses on the interactive relationship between e-commerce review distortion and the protection of operators’ reputation rights, systematically sorts out the manifestations of the e-commerce review distortion, analyzes the path of its infringement on reputation rights, combines the existing legal provisions and typical cases, refines the deficiency of legal protection mechanism, and then puts forward some suggestions for improvement, with a view to maintaining the order of e-commerce market and safeguarding the legitimate rights and interests of operators.