随着互联网技术的快速发展,C2C微商模式依托社交平台成为新兴的电商形式,具有低成本和灵活性强等特点,但也带来了消费者权益保护的挑战。由于C2C微商经营者多为自然人,缺乏明确的法律身份,平台监管职责不清,导致商品质量难以保障、虚假宣传泛滥、售后服务缺失等问题。现行《消费者权益保护法》和《电子商务法》未能充分涵盖C2C微商模式,造成消费者权益保护的法律空白。针对C2C微商模式下消费者权益保护存在相关法律不完善、监管体系不健全、救济制度不足的问题,提出通过完善法律框架、强化平台责任与引入技术手段以及优化维权机制与降低维权成本等措施,进一步加强对消费者权益的保护,为构建公平、透明的电商环境提供理论支持。The C2C micro-merchant model, emerging with the rise of social platforms, offers low costs and high flexibility but also raises significant challenges for consumer rights protection. Predominantly operated by individuals without clear legal identities, these businesses face issues such as unregulated product quality, false advertising, and inadequate after-sales support. Ambiguities in platform regulatory responsibilities further exacerbate these problems. Existing laws like the Consumer Protection Law and E-Commerce Law inadequately address this model, leaving a legal gap in consumer rights protection. This paper identifies key issues, including incomplete legislation, weak regulatory frameworks, and insufficient relief mechanisms. It advocates for improving legal definitions, clarifying platform responsibilities, leveraging technology for enhanced oversight, and optimizing dispute resolution to reduce protection costs, thus fostering a fairer and more transparent e-commerce ecosystem.
数字经济浪潮下,网络交易受到消费者青睐。由于互联网天然的虚拟性和不对称性,网络交易评价成为消费者购买决策的考量因素。目前学理层面和司法实践越发重视评价的重要价值,寻求数字经济时代下消费者新型权益的法律构建。通过文献研究法和比较分析法,发现目前消费者网络交易评价权缺位,不正当评价行为此起彼伏;司法实践中消费者网络评价往往侵及商家名誉,法官的司法自由裁量权行使偏差大;网络交易平台自身的评价机制失衡,确保消费者评价权益的基础欠缺;需要采用“设权 + 行为规制”的入法路径保障消费者网络评价权益,界定评价规则的行使边界,完善网络交易评价自身机制;优化评价规范及算法模型,落实网络交易平台监管责任,积极引入第三方评价机构。Under the wave of digital economy, online transactions are favored by consumers. Due to the natural virtuality and asymmetry of the Internet, the evaluation of online transactions has become a factor for consumers to consider in their purchase decisions. At present, more and more attention is paid to the important value of evaluation at the academic level and judicial practice, and the legal construction of new consumer rights and interests in the era of digital economy is sought. Through literature research and comparative analysis, it is found that there is a lack of evaluation rights for consumers’ online transactions, and improper evaluation behaviors occur one after another. In judicial practice, consumer online evaluation often infringes on the reputation of merchants, and the exercise of judicial discretion by judges is greatly deviated. The evaluation mechanism of the online trading platform itself is unbalanced, and the basis for ensuring the evaluation rights and interests of consumers is lacking. It is necessary to adopt the legal path of “establishment of rights + behavior regulation” to protect the rights and interests of c
