电商商品详情页信息误导的成因与治理路径研究

Study on the Causes and Governance Pathways of Information Misleading on E-Commerce Product Detail Pages

摘要: 随着数字经济的蓬勃发展，电子商务已成为主流的消费模式。商品详情页作为线上交易的核心信息载体，其真实性直接关乎交易公平与消费者权益。本文基于信息不对称与信号传递等理论，结合主流电商平台案例，系统剖析参数虚构、图像美化、关键信息隐匿及虚假认证背书四类典型信息误导形式。研究从商家、平台、监管及消费者四维视角切入，深入揭示：商家层面逐利动机与违法成本失衡、平台层面审核机制缺陷与监管动力不足、监管层面执法标准模糊与协同效能低下，构成问题的主要成因。基于此，本文创新性提出构建“技术驱动–制度协同–社会共治”三位一体治理体系：平台应强化区块链溯源、自然语言处理等智能监管技术；政府需完善跨部门协同执法机制与统一标准体系；社会层面则应通过提升消费者信息素养、激励第三方监督，形成多元共治格局。本研究旨在为净化电商信息生态、构建诚信健康的网络交易环境提供兼具理论深度与实践价值的系统性解决方案。

Abstract: With the rapid development of the digital economy, e-commerce has become a mainstream consumption model. As the core information carrier in online transactions, the authenticity of product detail pages directly impacts transaction fairness and consumer rights protection. Based on theories of information asymmetry and signaling theory, combined with case studies from major e-commerce platforms, this paper systematically analyzes four typical forms of information misleading: parameter fabrication, image embellishment, concealment of key information, and false certification endorsements. From four perspectives—merchants, platforms, regulation, and consumers—the study reveals that the primary causes include the imbalance between merchants’ profit-seeking motives and violation costs, platforms’ inadequate review mechanisms and insufficient regulatory motivation, and regulatory-level ambiguous enforcement standards and low collaborative efficiency. Accordingly, this paper innovatively proposes a tripartite governance system integrating “technology-driven, institutionally coordinated, and socially co-governed” approaches: platforms should enhance intelligent supervision technologies such as blockchain traceability and natural language processing; governments need to improve cross-departmental collaborative enforcement mechanisms and unified standard systems; at the societal level, efforts should focus on enhancing consumer information literacy and incentivizing third-party supervision to form a multi-stakeholder co-governance framework. This research aims to provide a systematic solution with theoretical depth and practical value for purifying the e-commerce information ecosystem and fostering an integrity-based, healthy online transaction environment.