激励相容视角下电商消费者权益保护的经济分析和政策完善

Economic Analysis and Policy Improvements for E-Commerce Consumer Rights Protection from an Incentive Compatibility Perspective

摘要: 随着电子商务的蓬勃发展，电商消费活动中的侵权行为层出不穷，并呈现出群体性的倾向；传统的消费者权益保护模式在应对信息不对称、维权成本高昂及平台责任弱化等挑战时日益乏力。现行制度下，电商平台与商家缺乏主动、充分保护消费者权益的内生动力；而消费者则因高昂的维权成本与微薄的个体收益而普遍存在“理性冷漠”。这种激励结构的失衡是导致消费纠纷频发与治理效能不彰的根本原因。因此应当强化平台主体责任、建立完善的消费者权益保护公益诉讼制度，引入“吹哨人”机制改善市场现状。但是，我国对于激励相容理论的实践不足，没有建立完善的电商市场激励制度，消费者公益诉讼制度在立法以及司法制度方面仍有很大缺陷。为此我们必须结合我国的市场现状以及司法实践，构建激励相容的消费者权益保护规则，健全规则实施保障机制，推进我国消费者权益保护政策体系的发展与完善。本文将阐述我国电商市场激励失衡现状，以及消费者权益保护公益诉讼领域的立法和司法现状，从理论和实践等方面提出系统性重塑市场激励结构的建议，以构建一个可持续的健康电商生态。

Abstract: With the rapid growth of e-commerce, infringement incidents in online consumer activities have proliferated and exhibited a collective tendency. Traditional consumer rights protection models are increasingly inadequate in addressing challenges such as information asymmetry, high enforcement costs, and diminished platform accountability. Under the current system, e-commerce platforms and merchants lack intrinsic motivation to proactively and fully safeguard consumer rights. Meanwhile, consumers often exhibit “rational apathy” due to the high costs of enforcement and minimal individual gains This imbalance in the incentive structure is the root cause of frequent consumer disputes and ineffective governance. Therefore, it is imperative to strengthen the primary responsibility of platforms, establish a comprehensive public interest litigation system for consumer rights protection, and introduce a “whistleblower” mechanism to improve market conditions. However, China’s implementation of incentive compatibility theory remains inadequate, lacking a well-developed incentive system for the e-commerce market. Furthermore, the consumer public interest litigation system still has significant deficiencies in both legislative and judicial frameworks. Therefore, we must develop incentive-compatible consumer rights protection rules tailored to China’s market realities and judicial practices, strengthen enforcement safeguards, and advance the development and refinement of China’s consumer rights protection policy framework. This paper will analyze the current incentive imbalance in China’s e-commerce market and the legislative and judicial landscape of consumer rights protection public interest litigation. It will propose systematic recommendations for restructuring market incentives from both theoretical and practical perspectives to build a sustainable and healthy e-commerce ecosystem.