电子商务背景下消费者权益保护法律问题研究

Study on Legal Issues of Consumer Rights Protection in the Context of E-Commerce

摘要: 在平台经济主导的电子商务环境下，消费者知情权受损、个人信息泄露与滥用、售后救济低效以及跨境维权困难等问题持续凸显，传统以单一交易关系为中心的消费者保护规则面临严峻挑战。本文以平台型电子商务交易结构为研究对象，从消费者权利保护的现实困境出发，揭示信息不对称被技术与算法结构性放大、立法模式仍停留于“双边交易”范式、监管方式侧重事后处罚以及平台责任定位长期摇摆等深层成因，指出现有制度在权利体系、责任体系与监管体系三个层面存在碎片化与错位。进而，本文以平台责任理论为分析主线，提出以平台控制力与风险暴露程度为基础构建分层平台责任体系，推动监管模式由违法发现型向风险治理型与多元共治型转变，以数据权利与数字人格理念完善个人信息与算法规制，并将在线纠纷解决、举证责任分配等程序性保障纳入平台责任结构。研究认为，将平台从“技术中介”重塑为承担组织义务与风险管理职责的“秩序维护型主体”，是数字经济时代重构电子商务消费者权益保护法律体系的关键路径。

Abstract: In the e-commerce environment dominated by platform economy, problems such as the infringement of consumers’ right to know, the leakage and abuse of personal information, the inefficiency of after-sales relief, and the difficulty of cross-border rights protection have been continuously highlighted. The traditional consumer protection rules centered on single transaction relationships are facing severe challenges. This paper takes the transaction structure of platform-based e-commerce as the research object. Starting from the practical predicament of consumer rights protection, it reveals the deep-seated causes such as the structural amplification of information asymmetry by technology and algorithms, the legislative model still remaining in the “bilateral transaction” paradigm, the regulatory approach focusing on post-event penalties, and the long-term wavering of platform responsibility positioning. It points out that the existing system is fragmented and misaligned at the three levels of rights system, responsibility system and regulatory system. Then, this paper takes the platform responsibility theory as the main line of analysis, and proposes to build a hierarchical platform responsibility system based on platform control and risk exposure, promote the transformation of the regulatory model from illegal discovery type to risk governance type and multi-party co-governance type, improve the regulation of personal information and algorithms with the concepts of data rights and digital personality, and incorporate procedural guarantees such as online dispute resolution and burden of proof allocation into the platform responsibility structure. The research holds that reshaping the platform from a “technical intermediary” to an “order maintenance subject” that assumes organizational obligations and risk management responsibilities is the key path to reconstructing the legal system for protecting the rights and interests of e-commerce consumers in the digital economy era.