论电商平台算法推荐对合同意思自治的挑战

On the Challenges Posed by Algorithmic Recommendations on E-Commerce Platforms to the Autonomy of Contractual Will

摘要: 本文探讨了电商平台算法推荐技术对民法中合同意思自治原则构成的系统性挑战。算法通过构建信息茧房与实施个性化诱导，从缔约自由、意思表示真实性及权利义务配置三个层面动摇了用户的自主决策基础，影响了合同的公平性。面对此挑战，现行民法中的意思表示瑕疵规则、格式条款规则及消费者保护制度均呈现出一定的滞后性。为回应数字时代的权利保护需求，本文主张构建一个贯穿合同订立全过程的规则体系，从事前的算法透明度强化、事中的程序性控制，延伸至事后司法审查中的举证责任调整，以期在尊重技术效率的同时，维护合同当事人的真实意愿与自主决策空间。

Abstract: This paper explores the systemic challenges posed by algorithmic recommendation technologies on e-commerce platforms to the principle of autonomy of will in civil law. By constructing information cocoons and implementing personalized inducements, algorithms undermine the basis of users’ autonomous decision-making from three aspects: freedom of contract formation, authenticity of expression of will, and allocation of rights and obligations, thereby affecting the fairness of contracts. In response to this challenge, the current civil law rules on defects in the expression of will, standard terms, and consumer protection systems all show certain lags. To meet the demands of rights protection in the digital age, this paper advocates for the establishment of a rule system that runs through the entire process of contract formation, from strengthening algorithmic transparency in advance, to implementing procedural control during the process, and extending to adjusting the burden of proof in judicial review after the fact, with the aim of respecting technological efficiency while safeguarding the true intentions and autonomous decision-making space of the parties to the contract.