数字平台消费者维权困境的成因与对策

Causes of and Countermeasures for Consumer Rights Protection Difficulties on Digital Platforms

摘要: 在数字平台交易中，消费者的知情与救济同时受到认知条件和平台的影响。本文旨在运用规范分析、文献分析和典型案例分析方法，以有限理性和“控制能力–责任配置”为基本框架，考察消费者从订立合同、收集证据到寻求救济的全过程。研究发现，问题不只是消费者是否认真阅读条款。平台对交易界面、后台数据、履约环节和投诉程序的控制，都可能让订约时的信息差距进一步转化为举证和追责障碍。因此，平台义务不宜采取整齐划一的配置方式，而应结合其实际控制范围分别确定。制度上还需提高关键条款的可理解性，保障争议记录能够被调取，使经营者退出平台后仍可追溯，并对大量重复发生的同类纠纷进行集中处理，从而切实降低消费者行使权利的成本。

Abstract: Consumers’ access to information and redress in digital platform transactions is shaped by both cognitive constraints and platform control. Using doctrinal analysis, literature review, and typical-case analysis, this article applies bounded rationality and a “control capacity—responsibility allocation” framework to contracting, evidence collection, and remedies. The problem is not simply whether consumers read contractual terms. Control over interfaces, backed data, performance, and complaint procedures may turn initial information gaps into evidentiary and accountability barriers. Platform duties should therefore reflect their actual scope of control. The legal framework should require understandable key terms, accessible dispute records, continued seller traceability after exit, and collective handling of recurring disputes.