竞争法视域下的好评返券行为问题研究

Research on the Act of Writing a Positive Review to Get a Coupon from the Perspective of Competition Law

摘要: 随着电商行业的发展，线上购物已经成为了主流购物方式。好评返券是近年来网络商品交易中的一项新型手段。经营者承诺好评返券，以提高店铺好评率和信用等级，抢占竞争机会。然而，好评返券行为蕴含着不正当竞争行为的本质特征，侵占其他经营者的交易机会，损害消费者的合法权益，扰乱市场公平竞争秩序，应当对其进行必要规制。目前，好评返券行为规制的困境在于：《反不正当竞争法》并未明确好评返券行为是否属于不正当竞争行为，司法实践中存在争议；平台自身监管松散，对好评返券行为持放任态度；消费者对评价内容没有责任意识，进行虚假评论。对此，相应的规制路径应该从细化法律解释、加强平台监管、强化消费者对评价内容的责任意识等三个方面进行改善。

Abstract: With the development of e-commerce industry, online shopping has become the mainstream way of shopping. In recent years, giving coupons to people who write positive reviews is a new means of online commodity trading. Operators promise to give coupons to people who write positive reviews, in order to improve the store praise rate and credit rating, and seize competitive opportunities. However, it contains the essential characteristics of unfair competition, encroaching on the trading opportunities of other operators, damaging the legitimate rights and interests of consumers, disrupting the fair competition order of the market, and it should be regulated. At present, the dilemma of the act of writing a positive review to get a coupon lies in: the Anti-Unfair Competition Law does not clarify whether the act of writing a positive review to get a coupon is unfair competition, and there are disputes in judicial practice; the platform itself is loosely regulated and has a laissez-faire attitude toward the act of writing a positive review to get a coupon; consumers have no sense of responsibility for evaluation content and make false comments. In this regard, the corresponding regulatory path should be improved from three aspects: refining legal interpretation, strengthening platform supervision, and strengthening consumers’ awareness of responsibility for evaluation content.