电子商务领域内的消费者权益保护

Consumer Rights Protection in the Field of E-Commerce

摘要: 电商平台的迅猛发展重塑了全球消费生态，但虚假宣传、假冒伪劣、数据泄露及维权困难等问题持续侵蚀消费者信任，使权益保护成为数字经济健康发展的核心命题。本文以《电子商务法》《消费者权益保护法》为框架，剖析电商消费者安全保障权、知情权、自主选择权及求偿权的法律内涵及其在数字环境中的新挑战。研究揭示当前面临四大结构性困境：信息不对称导致评价体系失真、多方责任推诿形成维权真空、算法滥用催生“杀熟”等新型侵权、维权成本高昂抑制救济效能。对此，提出平台责任重塑、算法正义建设、维权生态再造及信用奖惩重构三层次治理路径。最终强调，唯有通过监管、平台、消费者与社会力量的协同共治，方能筑牢信任基石，实现数字经济便捷性与安全性的统一。

Abstract: The rapid development of e-commerce platforms has reshaped the global consumer ecology, but problems such as false propaganda, counterfeiting, data leakage and difficulties in protecting rights continue to erode consumer trust, making the protection of rights and interests the core proposition of the healthy development of the digital economy. Based on the framework of the E-Commerce Law and the Consumer Rights Protection Law, this paper analyzes the legal connotations of e-commerce consumers’ right to security, knowing, independent choice and claim, as well as their new challenges in the digital environment. The study reveals that there are four major structural dilemmas: information asymmetry leads to the distortion of the evaluation system, multiple responsibilities create a rights protection vacuum, algorithm abuse gives rise to new types of infringement such as “killing”, and the high cost of rights protection inhibits the effectiveness of relief. In this regard, a three-level governance path is proposed: platform responsibility reshaping, algorithmic justice construction, rights protection ecological reengineering, and credit reward and punishment reconstruction. Finally, it is emphasized that only through the collaborative governance of supervision, platforms, consumers and social forces can we build a solid foundation of trust and achieve the unity of convenience and security in the digital economy.