电商平台的反成瘾性机制构建

The Construction of Anti-Addiction Mechanism of E-Commerce Platform

摘要: 在数字经济高速发展的背景下，越来越多的消费者使用电子商务平台进行购物，而其成瘾性特征如无限滚动、个性化推荐、限时抢购日益放大用户在线购物成瘾风险，该现象与消费者的精神健康问题息息相关：消费者常将网上购物作为自身合理调节情绪的方式之一，却因电商平台的成瘾性特征陷入其中，导致过度消费、债务积累以及决策自主权受损等恶性循环。本文从法律、平台、社会三个维度构建了电商平台的反成瘾性规制体制，形成国家规制与社会力量互补、相互支撑的治理闭环。

Abstract: In the context of the rapid development of the digital economy, a growing number of consumers are turning to e-commerce platforms for their shopping needs. However, certain platform design features—such as infinite scrolling, personalized algorithmic recommendations, and time-limited flash sales—substantially increase the risk of online shopping addiction. This phenomenon is closely associated with adverse mental health outcomes. Although many consumers perceive online shopping as a legitimate means of emotion regulation, they frequently become ensnared in the addictive mechanisms embedded within e-commerce platforms. This entrapment often initiates a vicious cycle characterized by excessive consumption, accumulation of debt, and diminished autonomy in decision-making. To address these challenges, the present paper proposes a multi-layered regulatory framework aimed at mitigating online shopping addiction. This framework operates across three complementary dimensions—legal, platform-level, and societal—thereby establishing an integrated governance loop in which state regulation and societal forces mutually reinforce and complement one another.