信赖利益保护下电商私域交易的维系逻辑研究

Research on the Maintenance Logic of Private Domain E-Commerce Transactions from the Perspective of Reliance Interest Protection

摘要: 随着数字经济不断深化发展，电商商业模式持续迭代升级，私域电商凭借精准流量运营、长期用户粘性培育、闭环式交易服务等优势，逐步成为网络零售领域的重要发展形态。相较于传统公域平台公开化、标准化交易模式，电商私域交易具备私密性、碎片化、熟人化、非格式缔约等显著特征，交易双方信息不对称问题更为突出，用户基于经营者信用、平台宣传、过往交易体验形成的合理信赖，成为交易达成与持续履约的核心基础。当前，我国电商私域业态快速扩张，但交易信息披露不充分、虚假营销泛滥、售后履约缺位、单方随意变更交易约定等问题频发，直接冲击消费者合理信赖秩序，引发大量线上交易纠纷，不利于行业长期健康稳定发展。文章立足于电商私域交易现实运行现状，梳理私域交易信赖关系形成机理，剖析当前私域场景下信赖利益受损突出问题与深层诱因，结合民事交易诚信准则、消费者权益保障相关内在规则，探究私域交易信赖利益长效维护逻辑，构建适配私域业态特点的交易秩序维系路径，以此规范私域经营行为、降低交易风险、保障消费主体正当利益，推动电商私域经济规范化、可持续高质量发展。

Abstract: With the in-depth development of the digital economy, e-commerce business models keep iterating and upgrading. Private domain e-commerce has evolved into a pivotal form of online retail by virtue of targeted traffic operation, long-term user stickiness cultivation, and closed-loop transaction services. Compared with the open and standardized transaction models of traditional public domain platforms, e-commerce private domain transactions exhibit prominent characteristics such as privacy, fragmentation, acquaintance-based relationships, and non-standardized contracting, making the problem of information asymmetry between transaction parties more severe. The reasonable reliance formed by users based on operators’ credit, platform advertising, and past transaction experiences has become the core foundation for transaction conclusion and sustained contract performance. Currently, the private domain e-commerce industry in China is undergoing rapid expansion. However, inadequate information disclosure, pervasive false marketing, nonperformance of after-sales obligations, and arbitrary unilateral alteration of transaction agreements frequently occur, directly undermining the order of consumers’ reasonable reliance and triggering numerous online transaction disputes, hindering the long-term sound and stable development of the industry. Based on the current operation of private domain e-commerce transactions, this paper sorts out the formation mechanism of reliance relationships in private domain transactions, and analyzes current prominent problems and underlying causes of damaged reliance interests in private domain settings. Combined with the good faith criterion in civil transactions and intrinsic rules of consumer rights protection, it explores the logic of long-term maintenance of reliance interests in private domain transactions and constructs a path for maintaining transaction order adapted to the characteristics of the private domain sector. The research aims to standardize private domain operation behaviors, reduce transaction risks, protect consumers’ legitimate interests, and facilitate the standardized and sustainable high-quality development of private domain e-commerce.