电商平台多元主体数据确权与归属问题研究

Research on the Issues of Data Rights Confirmation and Ownership of Multiple Subjects in E-Commerce Platforms

摘要: 随着数字经济的蓬勃发展，电商平台生成了海量的包含用户行为、交易记录与商家信息在内的商业数据，这些数据已成为驱动商业创新与价值创造的核心要素。然而，与数据价值激增相伴的是日益尖锐的权属争议，电商平台中用户的个人行为数据、商家的经营数据以及平台加工的衍生数据的权益边界已在实践中引发了不正当竞争诉讼与个人信息保护等诸多纠纷。电商数据的确权和归属问题则是解决问题的关键，对此，有必要对电商平台数据权利进行证成，针对数据权利归属面临的问题，引入“权利束”理论并聚焦于数据权利的内部结构，明确数据流通过程中电商平台各主体享有的数据权利。

Abstract: With the vigorous development of the digital economy, e-commerce platforms have generated a vast amount of commercial data including user behavior, transaction records and merchant information. These data have become the core elements driving business innovation and value creation. However, along with the surging value of data, there are increasingly sharp disputes over ownership. The rights boundaries of users’ personal behavior data, merchants’ business data and the derivative data processed by the platform in e-commerce platforms have triggered many disputes such as unfair competition lawsuits and personal information protection in practice. The issue of data rights confirmation and ownership in e-commerce is the key to solving the problems. Therefore, it is necessary to justify the data rights of e-commerce platforms, introduce the “bundle of rights” theory in response to the problems faced by data rights ownership, and focus on the internal structure of data rights to clarify the data rights enjoyed by each subject in the data flow process of e-commerce platforms.