平台经济中的虚假信息治理——以电商平台信息传播机制为视角

Governance of False Information in the Platform Economy—A Perspective on the Information Dissemination Mechanism of E-Commerce Platforms

摘要: 随着平台经济的快速发展，电商平台已成为商品信息传播与消费决策的重要场域。在商品展示、用户评价与算法推荐等机制共同作用下，平台内的信息传播效率显著提升，但虚假宣传、评价操控等问题也随之出现，并对消费者权益与网络市场秩序产生不利影响。本文在梳理电商平台虚假信息主要表现形态的基础上，结合交易型平台、内容型电商平台与社交型电商平台的运行特征，分析不同平台在信息生成、传播与控制方面的结构差异。研究发现，不同类型平台在信息控制能力与传播路径方面存在明显差异，单一责任配置模式难以适应平台多样化的发展形态。基于此，平台治理应当在区分平台类型的基础上建立分类治理机制，通过强化信息审核、完善评价管理以及加强行政监管协同等方式提升虚假信息治理能力。在多层次治理体系中，刑法应当保持谦抑性，仅在虚假信息造成严重社会危害时作为最后手段介入。

Abstract: With the rapid development of the platform economy, e-commerce platforms have become important venues for the dissemination of product information and consumer decision-making. Under the combined influence of mechanisms such as product display, user reviews, and algorithmic recommendations, the efficiency of information dissemination on platforms has significantly improved. At the same time, problems such as false advertising and manipulated reviews have increasingly emerged, exerting negative impacts on consumer rights and the order of online markets. Based on an examination of the main forms of false information on e-commerce platforms, this paper analyzes the structural differences in information generation, dissemination, and control across different types of platforms, including transaction-oriented platforms, content-based e-commerce platforms, and social e-commerce platforms. The study finds that these platforms differ considerably in their capacity to control information and in their dissemination pathways, making a uniform responsibility allocation model inadequate for addressing the diverse development patterns of platforms. Accordingly, platform governance should establish a classified governance mechanism based on platform types. Measures such as strengthening information review, improving review management systems, and enhancing coordination in administrative regulation can help improve the governance capacity for false information. Within a multi-level governance framework, criminal law should maintain its principle of restraint and intervene only as a last resort when false information causes serious social harm.