以法社会学视角探究电商平台规则在运行中的变异——以淘宝规则为研例

Exploring the Variation of Electric Business Platform Rules in Operation from the Perspective of Law Sociology:A Case Study of Taobao Rules

随着网络技术的发展,网络平台聚集碎片化资源,通过制定、发布与执行规则,成为重要的市场规制主体。网络平台具有了类似于其他市场规制主体的"立法权"、"执法权"与"司法权",并创制了各种新型的规制措施。社会治理背景下,电子商务平台作为网络公共领域有其自身治理规则,但其公共功能在运行中却被异化。需要探讨淘宝商家面临电子商务市场竞争激烈、诉前商品质量鉴定主体及标准模糊等困境,进而通过分析电商平台内部规则的制约、潜在涉入因素、普通法律的失败移植等因素,揭露淘宝规则异化的根源,基于此提出建构电子商务平台法治新秩序的对策建议,以及建立政府、行业组织、商家、消费者四方合作的电子商务平台社会治理模式,以促进我国电子商务的健康发展。

With the development of network technology, the network platform aggregates the fragmentation of resources, and has become an important market regulation subject by formulating, publishing and executing rules. The network platform has the ＂legislative power＂, the ＂law enforcement power＂ and the ＂judicial power＂ which are similar to those of other market regulators, and has created various new regulatory measures. Under the background of social governance, e-commerce platform has its own governance rules as the network public domain, but its public function is dissimilated in operation. To discuss Taobao e-commerce business is facing fierce competition in the market, the main complaint before the quality of the goods and identification of standard fuzzy dilemma, and then through the analysis of internal business platform rules and potential involvement factors, the common law of the failure of transplantation and other factors, to expose the root Taobao rules alienation, based on this puts forward countermeasures and suggestions to construct the electronic commerce platform of new law order, and the establishment of the government and industry organizations, businesses, consumers quartet cooperation ecommerce platform of social governance mode, in order to promote the healthy development of electronic commerce in China.