电商平台治理中商家权益保护与消费者保护的平衡机制研究

Research on the Balance Mechanism between Merchant Rights Protection and Consumer Protection in E-Commerce Platform Governance

摘要: 电商平台治理中商家与消费者权益的平衡，是数字经济健康发展的核心议题。当前治理实践面临双重困境：商家常受“套利返利者”恶意下单与平台自治权滥用的侵害，而消费者则面临虚假宣传、算法歧视及维权成本高昂等问题。其根源在于平台私权力集中、法律规制滞后以及协同治理缺失。本研究认为，二者权益非零和博弈，须通过系统性机制重构实现动态均衡。基于协同治理理论，本文提出应从协商性规则生成、算法问责、公正高效的纠纷解决、双向信用生态共建以及政府、平台、社会多元共治五个维度，建构包容性平衡框架。该框架旨在对平台权力进行法治化约束，同时赋能多元主体，最终推动形成激励相容、可持续的平台善治格局，筑牢数字经济信任基石。

Abstract: Balancing the rights and interests of merchants and consumers in e-commerce platform governance is a core issue for the healthy development of the digital economy. Current governance practices face a dual dilemma: merchants are often harmed by malicious orders from “Cashback arbitrageur” and the abuse of platform autonomy, while consumers face problems such as false advertising, algorithmic discrimination, and high costs of rights protection. The root causes lie in the concentration of private power on platforms, lagging legal regulations, and a lack of collaborative governance. This study argues that the rights and interests of both parties are a non-zero-sum game, requiring dynamic balance through systematic mechanism reconstruction. Based on collaborative governance theory, this paper proposes constructing an inclusive balance framework from five dimensions: negotiation-based rule-making, algorithm accountability, fair and efficient dispute resolution, co-building a bidirectional credit ecosystem, and multi-stakeholder governance involving government, platforms, and society. This framework aims to legally constrain platform power while empowering diverse actors, ultimately promoting the formation of an incentive-compatible, sustainable model of good platform governance and strengthening the trust foundation of the digital economy.