知假买假惩罚性赔偿视域下消费者身份认定问题研究

Research on Consumer Identity Recognition from the Perspective of Punitive Damages for Knowingly Purchasing Counterfeit Goods

摘要: 在消费维权与市场治理的双重需求下，知假买假行为的法律定性及惩罚性赔偿适用问题始终是理论与司法实践的争议焦点，而消费者身份的认定则是该问题的核心逻辑起点。以《消费者权益保护法》《食品安全法》及2024年食品药品惩罚性赔偿相关司法解释为规范基础，结合司法实践中裁判尺度不统一的现实困境，梳理知假买假场景下消费者身份认定的理论分歧与实践难题，分析当前认定标准中主观意图推定片面、客观判断指标模糊、裁判自由裁量权过大等问题的成因，并从构建复合认定标准、细化客观判断规则、合理分配举证责任三个维度提出完善路径，以期实现消费者权益保护、市场秩序维护与惩罚性赔偿制度功能的有机平衡。

Abstract: Against the backdrop of consumer rights protection and market governance, the legal characterization of knowing purchase of counterfeit or substandard goods and the application of punitive damages have long been contentious issues in both legal theory and judicial practice. The identification of consumer status constitutes the fundamental logical starting point for addressing such disputes. Based on the Consumer Rights and Interests Protection Law, the Food Safety Law, and the judicial interpretations on punitive damages in food and drug disputes issued in 2024, this study addresses the practical dilemma of inconsistent judicial adjudication. It systematically reviews the theoretical divergences and practical challenges concerning consumer status identification in cases of knowing purchase, analyzes the root causes of deficiencies in the current criteria, including unilateral presumption of subjective intent, ambiguous objective judgment indicators, and excessive judicial discretion. Furthermore, this paper proposes improvement approaches from three perspectives: establishing a composite identification standard, refining objective judgment rules, and rationally allocating the burden of proof. The research aims to achieve an integrated balance between protecting consumer rights, maintaining market order, and realizing the functional value of the punitive damages regime.