社交电商法律规制研究：模式、风险与对策

Research on the Legal Regulation of Social E-Commerce: Models, Risks, and Countermeasures

摘要: 社交电商作为融合电子商务与社交媒体属性的新兴业态，在激发数字消费潜力的同时，其去中心化、强社交性的运营模式也对现行法律规制体系构成了严峻挑战。本文旨在系统剖析社交电商的法律规制问题，首先将其归纳为内容引流型、私域交易型与社交裂变型三种典型模式，并深入阐释了各类模式所对应的独特法律特征与主体关系。在此基础上，论文系统梳理了社交电商在实践中所面临的四大核心法律风险：交易主体隐蔽导致的监管困境、数据抓取与虚假交易等新型不正当竞争行为频发、消费者知情权与求偿权等权益保障不足，以及数据安全与算法黑箱带来的潜在风险。针对上述风险，本文提出应秉持分类监管与技术赋能的创新监管理念，从明确平台主体责任、强化消费者权益保障机制、以及规范数据利用与算法应用等多个维度，构建一个多元共治的法律规制体系，以引导社交电商在法治轨道内健康、有序发展，最终实现技术创新与法律规制的良性互动。

Abstract: As an emerging business model integrating e-commerce and social media, social e-commerce has stimulated the potential of digital consumption. However, its decentralized and highly interactive operational mode also poses significant challenges to the existing legal regulatory framework. This paper aims to systematically analyze the legal regulatory issues of social e-commerce. It first categorizes social e-commerce into three typical models: content-driven traffic, private domain transactions, and social fission, and elaborates on the unique legal characteristics and stakeholder relationships corresponding to each model. On this basis, the paper systematically identifies four core legal risks in practice: regulatory challenges due to the concealment of transaction subjects, frequent occurrences of new forms of unfair competition such as data scraping and fake transactions, insufficient protection of consumer rights such as the right to information and the right to claim, and potential risks arising from data security and algorithmic black boxes. In response to these risks, this paper proposes adopting innovative regulatory approaches based on categorized supervision and technological empowerment. It suggests constructing a multi-stakeholder co-governance legal regulatory system from multiple dimensions, including clarifying platform responsibilities, strengthening consumer rights protection mechanisms, and regulating data utilization and algorithmic applications. The goal is to guide the healthy and orderly development of social e-commerce within the framework of the rule of law, ultimately achieving a positive interaction between technological innovation and legal regulation.