电商平台虚假宣传行为的诱因与规制路径

Incentives for False Promotion on E-Commerce Platforms and Regulatory Paths

摘要: 随着电商经济的迅速发展，呈现出传统场景与新型场景并存的经济新形式，但这一领域中的虚假宣传行为在多种因素的结合作用下频频发生。传统电商中以虚假价格、夸大功效、刷单好评为主，直播电商、跨境电商等新业态中则表现为隐蔽性更强的伪造进口资质等形式，严重破坏市场公平竞争秩序、侵害消费者合法权益。在经济层面上，平台流量的竞争导向、商家逐利心理、消费者冲动消费等构成核心诱因。法律层面上，主要是现有法律条款滞后于电商新业态发展，责任划分模糊以及消费者维权存法律代价大等问题。为破解上述困境，我们应该一方面强化虚假宣传的经济约束、完善诚信经营激励机制。另一方面细化法律规制条款、明确各方主体责任，优化消费者维权机制。两方面协同推进，促进电商行业的健康与优质发展。

Abstract: With the rapid development of the e-commerce economy, a new economic pattern has taken shape in which traditional scenarios and emerging scenarios coexist. Yet false promotion in this field occurs frequently under the combined effect of multiple factors. In traditional e-commerce, such misconduct mainly takes the form of false pricing, exaggerated product efficacy, and fake transactions and reviews; in emerging business forms such as live-streaming e-commerce and cross-border e-commerce, it appears in more concealed ways including the forgery of import qualifications. These practices severely undermine the order of fair market competition and infringe upon the legitimate rights and interests of consumers. Economically, the core incentives include the traffic-driven competition orientation of platforms, the profit-seeking mentality of merchants, and impulsive consumption among consumers. Legally, the prominent problems are that existing legal provisions lag behind the development of emerging e-commerce formats, the division of legal liabilities is ambiguous, and consumers bear high legal costs in rights protection. To resolve the above dilemmas, efforts shall be made to strengthen economic constraints on false promotion and improve incentive mechanisms for honest operation. Meanwhile, legal regulatory provisions should be refined, the liabilities of all relevant parties clarified, and consumer rights protection mechanisms optimized. The coordinated promotion of the two dimensions will facilitate the sound and high-quality development of the e-commerce industry.