互联网平台中“第三方测评”现象规制路径研究——基于中消协“第三方测评”体验式调查数据分析

Research on the Regulation Path of “Third-Party Evaluation” Phenomenon in Internet Platform—Analysis of Experiential Survey Data Based on the “Third-Party Evaluation” of China Consumer Association

从法律视角来看,“第三方测评”是一种具有较强自治性的民商事法律行为,对于消费者的购买行为具有一定的参考性意义。基于对“第三方测评”体验式调查数据的整理和归纳,可总结出“第三方测评”现存的三大普遍性问题:缺乏客观科学测评标准、疑似虚假测评现象频出、存在“以商养测”现象,并且分析其产生的内在动因。针对于此,本研究建议从宏观和微观两层面对“第三方测评”进行规制,宏观层面:厘清公私法协同的“第三方测评”法律规制框架,加强行政立法以促进市场监管;微观层面:互联网平台要加强对“第三方测评”结论的审核和管理,消费者要提升自主综合比对各类产品的能力,希冀为促进“第三方测评”全新业态健康持续发展,营造科学、良好的互联网经济发展氛围作出贡献,进而促进社会主义市场经济的发展与完善。

From the legal perspective, “third-party evaluation” is a kind of civil and commercial legal behavior with strong autonomy, which has certain reference significance for consumers’ purchasing behavior. Based on the collation and induction of the experiential survey data of the “third-party evaluation”, the paper summarizes the three common problems existing in the “third-party evaluation”: the lack of objective scientific assessment standards, the occurrence of suspected false assessment, the existence of “evaluation by business” phenomenon, and analyzes the internal causes of its generation. In view of this, this study proposes to regulate the “third-party evaluation” from the macro and micro levels. At the macro level, clarify the legal regulatory framework of “third-party evaluation” coordinated by public and private laws and strengthen administrative legislation to promote market regulation. At the micro level: Internet platforms should strengthen the review and management of the “third-party evaluation” conclusions, and consumers should improve the ability of independent comprehensive comparison of various products. It is hoped to contribute to the healthy and sustainable development of the new business form of “third-party evaluation” and create a scientific and good atmosphere for the development of the Internet economy, and then promote the development and perfection of socialist market economy.