电商用户评价的权利边界与法律保护——兼论“恶意差评”与“刷好评”的规制

The Boundaries of E-Commerce Users’ Right to Comment and Legal Protection: Discussing the Regulation of “Malicious Negative Reviews” and “Fake Positive Reviews”

摘要: 在数字经济快速发展背景下，电商用户评价已成为保障消费者知情权、监督权与构建网络交易信任体系的核心要素，但其权利行使边界模糊及“恶意差评”“刷好评”等乱象，严重扰乱市场竞争秩序。本文以电商用户评价的权利属性为切入点，结合《民法典》《电子商务法》等法律规范与典型司法案例，系统分析评价权的法理基础与行使边界，厘清“合理评价”与“侵权评价”的认定标准。针对实践中法律规制存在的认定标准模糊、平台责任失衡、执法协同不足等问题，从立法完善、司法统一、技术治理、社会共治四个维度，提出恶意差评与刷好评的多元规制路径。研究旨在平衡消费者评价自由与经营者合法权益，为构建真实、有序的电商评价生态提供法理支撑，助力数字经济领域法治体系的完善。

Abstract: Against the backdrop of the rapid development of the digital economy, e-commerce user reviews have become a core element in safeguarding consumers’ rights to information and supervision, as well as in building a trustworthy online transaction system. However, the boundaries are blurred when exercising these rights, and phenomena such as “malicious negative reviews” and “fake positive reviews” seriously disrupt market competition order. This paper takes the rights attributes of e-commerce user reviews as the entry point, and, combining legal norms such as the Civil Code and the E-Commerce Law with typical judicial cases, systematically analyzes the legal basis and exercise boundaries of review rights, clarifying the standards for determining “reasonable reviews” and “infringing reviews”. In practice, legal regulation suffers from vague identification standards, unbalanced platform liability, and insufficient enforcement coordination. To address these problems, this study proposes a multi-pronged governance framework for malicious negative reviews and fake positive reviews from four dimensions: legislative refinement, judicial unification, technological governance, and social co-regulation. By striking a balance between consumers’ freedom of expression and merchants’ legitimate rights, the research provides jurisprudential support for cultivating an authentic and orderly e-commerce review ecosystem, thereby contributing to the improvement of the rule-of-law system in the digital economy.