互联网平台商家诱导评论的法律规制研究

Research on the Legal Regulation of Internet Platform Merchants Induced Comments

摘要: 评论体系是互联网平台中商家较为重视的版块。消费者在购买商品或服务之时，商品的评论是帮助其决策的重要考量。平台商家通过诱导消费者评论能够帮助其在同类产品的竞争中取得优势。但此行为存在巨大的负外部性，影响了其他消费者的决策，对平台其他商家也存在消极导向，并将此负面影响进一步扩大到平台。对互联网平台商家诱导评论的违法性认识不存在争议，但对此行为的法律规制却存在困境。统一适用规范性文件的缺失、行政机关适用法律不一、缺乏对消费者权益的重视与保护等阻碍着互联网平台经济的健康发展。在法律规制上通过明确规范性法律文件的适用、行政与司法机关对消费者的重视以及数字平台的专项治理可为此纾困解难。

Abstract: The comment system is an important section for merchants on internet platforms. When consumers purchase goods or services, the comments on the products are important considerations for their decision-making. Merchants on the platform can gain an advantage in competing with similar products by inducing consumers to leave comments. However, this behavior has significant negative externalities, affecting the decision-making of other consumers and having a negative impact on other merchants on the platform, further expanding the negative effects on the platform. There is no dispute about the illegality of inducing comments by internet platform merchants, but there is a legal dilemma in regulating this behavior. The absence of uniform application of normative documents, inconsistent application of laws by administrative authorities, and a lack of emphasis and protection of consumer rights are hindering the healthy development of the internet platform economy. In terms of legal regulation, difficulties can be alleviated by clarifying the application of normative legal documents, paying attention to consumers by administrative and judicial authorities, and conducting targeted governance of digital platforms.