电子商务领域“好评返现”行为法律规制研究

Research on Legal Regulation of “Compensated Positive Reviews” in E-Commerce

摘要: 随着电子商务的蓬勃发展，“好评返现”行为作为新型营销手段逐渐泛滥，其通过物质激励诱导消费者作出非真实评价，严重破坏了市场公平竞争秩序与消费者权益保护机制。本文聚焦电子商务领域好评返现行为，旨在揭示其违法性并提出有效的规制策略。首先，本文界定了“好评返现”的概念，并分析了其表现形式及特点。随后，从经营者权益、消费者权益和市场秩序三个维度，深入剖析了“好评返现”行为的违法性。在此基础上，本文指出了当前法律规制中存在的困境，包括处罚标准不明确、平台管控不够、机关监管力度不足以及证据认定困难等问题。最后，文章提出了明确处罚标准、强化平台监管责任、建立协作监管机制和提升消费者责任意识的法律规制路径，旨在维护市场的公平竞争秩序，保护经营者和消费者的合法权益，促进电子商务经济健康发展。

Abstract: With the rapid development of e-commerce, the practice of “compensated positive reviews” has proliferated as a novel marketing strategy. By offering material incentives to induce consumers to provide false evaluations, this behavior severely disrupts fair market competition and undermines consumer rights protection mechanisms. This study focuses on compensated positive reviews in e-commerce, aiming to expose their illegality and propose effective regulatory strategies. First, the paper defines the concept of “compensated positive reviews” and analyzes their forms and characteristics. Subsequently, from three dimensions—business rights, consumer rights, and market order—it thoroughly examines the legal violations inherent in such practices. Building on this analysis, the study identifies key challenges in current legal regulation, including ambiguous penalty standards, ill-defined platform responsibilities, insufficient regulatory enforcement, and evidentiary difficulties. Finally, the paper proposes regulatory approaches such as clarifying enforcement standards, strengthening platform oversight, establishing collaborative regulatory mechanisms, and enhancing consumer awareness. These measures aim to safeguard fair market competition, protect the legitimate rights of consumers and businesses, and promote the healthy development of the e-commerce economy.