电商平台“二选一”行为中消费者权益保护研究

Research on the Protection of Consumer Rights and Interests in the “Either-or Choice” Behavior of E-Commerce Platform

摘要: 电商平台“二选一”是平台为了达到消除竞争对手的商业机会，要求平台内经营者只能与自身平台进行交易，由此形成的一种固定、限定或排他交易关系的直观描述。电商平台“二选一”的行为对消费者的知情权和自主选择产生了消极影响，加重了消费者的支出成本，削减其应当享受的福利。而竞争法中“消费者”概念的缺位、市场支配地位认定困难、协同治理体系不完善是保护消费者权益亟需解决的障碍，对此，竞争法中“消费者”的概念应该独立于《消法》另外界定，并更新对电商平台市场支配地位认定的逻辑，关注其与传统线下市场的区别，最后要完善协同治理体系，明确各主体的职责，为消费者的权益提供保障。

Abstract: The “either-or choices” of e-commerce platform is an intuitive description of a fixed, limited or exclusive trading relationship formed by the platform in order to eliminate the business opportunities of competitors, requiring operators within the platform to only transact with their own platforms. The “either-or choices” behavior of e-commerce platforms has a negative impact on consumers’ right to know and independent choice, aggravating consumers’ spending costs and reducing the benefits they should enjoy. However, the absence of the concept of “consumer” in competition law, the difficulty in identifying market dominant position, and the imperfect collaborative governance system are the obstacles that need to be solved to protect the rights and interests of consumers. In this regard, the concept of “consumer” in Competition Law should be defined separately from the Consumption Law, and the logic of identifying market dominant position of e-commerce platforms should be updated to pay attention to its differences from traditional offline markets. Finally, we should improve the collaborative governance system, clarify the responsibilities of each subject, and provide protection for the rights and interests of consumers.