电商平台付费会员制的消费陷阱与治理路径分析

An Analysis of Consumption Pitfalls and Governance Pathways in E-Commerce Platform Paid Membership Systems

摘要: 付费会员制在国内电商平台中已日趋普及，然而近年来消费者负面体验逐渐凸显，会员制正从用户福利向消费陷阱异化。本文基于消费者体验视角，系统梳理了电商平台会员制陷阱的四种典型表征：自动续费机制隐蔽、会员权益相对弱化、权益兑现规则繁复以及面向会员群体的差异化定价。在此基础上，从平台逐利逻辑、规则设计缺陷、算法定价偏差及监管滞后困境四个维度，深入剖析了上述现象的深层成因。最后，从平台自律、监管介入与消费者权益自觉三个层面提出治理建议，旨在推动会员制回归服务本质，构建透明、公平且可持续的消费服务体系。

Abstract: Paid membership systems have become increasingly prevalent on domestic e-commerce platforms. However, negative consumer experiences have grown more prominent in recent years, indicating a shift in such systems from genuine user benefits toward potential consumption traps. Adopting a consumer experience perspective, this paper systematically delineates four typical manifestations of problematic membership practices on e-commerce platforms: obscure mechanisms for automatic renewal, the relative attenuation of membership benefits, cumbersome and opaque rules for benefit redemption, and algorithmic price discrimination targeting member cohorts. Building on this taxonomy, the study further probes the underlying causes across four dimensions: platforms’ profit-driven imperatives, deficiencies in rule design, biases embedded in algorithmic pricing, and regulatory lags. Finally, the paper proposes governance recommendations spanning three domains, namely platform self-discipline, regulatory intervention, and consumer rights self-awareness, with the overarching aim of re-centering membership systems on their service-oriented essence and fostering a transparent, equitable, and sustainable consumer service ecosystem.