跨境电商平台卖家好评返现行为研究

A Study on the Sellers’ Positive Review Cashback on Cross-Border E-Commerce Platforms

摘要: 跨境电商平台卖家的好评返现行为严重破坏市场公平，不同经济体因法律与消费文化差异应对方式各异，还催生出灰色产业链。本文结合跨境电商平台卖家好评返现行为现状与特征，进一步分析其诱因，主要是市场竞争激烈、消费者逐利、平台规则缺陷及跨境监管缺失。为破解这一难题，需调动消费者监督力量，推动平台技术升级以识别虚假评价，同时加强跨境法律协作，构建起消费者、平台、跨境法律三位一体的协同治理体系，促进电商评价透明化与行业健康发展。

Abstract: The positive review cashback from sellers of cross-border e-commerce platforms have seriously damaged market fairness. Different economies have different ways to cope with the differences in law and consumer culture, which has also spawned a gray industrial chain. Based on the status quo and characteristics of cross-border e-commerce platform sellers’ positive review cashback, this paper further analyzes its incentives, mainly including fierce market competition, consumers’ profit-seeking, platform rules defects and lack of cross-border supervision. In order to solve this problem, it is necessary to mobilize the power of consumer supervision, promote the upgrading of platform technology to identify false evaluations, strengthen cross-border legal cooperation, build a coordinated governance system of consumers, platforms and cross-border laws, and promote the transparency of e-commerce evaluation and the healthy development of the industry.