电子商务活动中虚构用户评价研究

A Study on Fabricated User Reviews in E-Commerce Activities

摘要: 在利益驱动、平台算法的缺陷等因素的综合作用下，近年来电子商务活动中虚构用户评价的现象频发。这是一种对消费者、市场秩序、平台生态甚至社会信任均构成了严重威胁的不正当竞争行为，其主要危害表现在侵犯消费者权利、削减平台信用、污染市场数据、破坏市场环境、挑战法律权威等方面。规制此虚构用户评价的行为，需要构建涵盖法律规制、平台监管、行业自律、消费者参与等多主体、多维度的协同治理体系，即国家层面应当针对不足、完善立法，电商平台与经营者层面应当做好预防、落实监管，社会层面应当树立标杆、加强教育等。

Abstract: Driven by profit and compounded by flaws in platform algorithms, the phenomenon of fabricated user reviews has become increasingly prevalent in e-commerce activities in recent years. This constitutes an unfair competitive practice that poses serious threats to consumers, market order, platform ecosystems, and even social trust. Its primary harms include infringing upon consumer rights, undermining platform credibility, polluting market data, disrupting the market environment, and challenging legal authority. Regulating this behavior requires the establishment of a collaborative governance system involving multiple stakeholders and dimensions, encompassing legal regulations, platform oversight, industry self-discipline, and consumer participation. Specifically, at the national level, legislative gaps should be addressed and laws improved; at the platform and business operator level, preventive measures and regulatory implementation should be strengthened; and at the societal level, benchmarks should be set, and education enhanced.