网络购物中“好评返现”行为的法律规制

Legal Regulation of Online Shopping “Praise Cash-back” Behavior

网络购物中"好评返现"行为包括显性的好评返现和隐性的好评返现两种形式。它是代替"花钱买虚假好评"的一种新型竞争方式。然而,它确属于一种不正当竞争行为。经营者采取"好评返现"行为侵犯消费者的知情权,给消费者附加不合理的条件。经营者利用"好评返现"行为进行虚假宣传和不当的附赠促销,对经营者自身和消费者都产生了不良影响。为了维护良好的市场竞争机制,首先,应该完善相关的法律禁止这种行为,其次,完善网络购物平台和加强消费者的责任意识,使之失去存在的空间。

Online shopping ＂praise cash-back＂ acts include two forms, which are explicit praise cash-back and implicit praise cash-back. Instead of ＂spending money on buying false praises＂, it is a new type of competition. However, it is really a kind of unfair competition. Operators violates consumers＇ rights of information via ＂high praise cash-back＂, at- taching unreasonable conditions to consumers. Operators use ＂praise cash-back＂ to conduct false propaganda and im- proper bonus promotions, posing negative impacts on both the consumers and operators themselves. In order to maintain a good market competition mechanism, we should improve relevant laws to prohibit such behavior. Second, we should improve the online shopping platform and strengthen consumer awareness of responsibility, depriving the space for its ex- istence.