Research on Consumer Rights Protection in Algorithmic Recommendations of E-Commerce Platforms

随着大数据时代互联网技术的飞速发展，算法推荐已深度嵌入电子商务领域，成为平台竞争的核心工具。然而，算法推荐在提升用户体验的同时，也带来了“信息茧房”、“大数据杀熟”等新型消费者权益侵害问题。本研究旨在分析算法推荐对消费者权益的影响机制，探讨现行法律框架的不足，并提出完善建议。通过文献分析与案例研究，本文揭示了算法推荐在知情权、公平交易权等方面的潜在风险，并指出我国法律在系统性、举证规则和监管机制等方面的缺陷。研究建议制定专门法律、优化举证规则、设立专门监管机构，以构建更加完善的消费者权益保护体系。本文为平衡技术创新与消费者权益保护提供了理论依据和实践指导。With the rapid development of internet technology in the era of big data, algorithmic recommendations have become deeply embedded in e-commerce, serving as a core tool for platform competition. However, while enhancing user experience, algorithmic recommendations also introduce new consumer rights issues such as “information cocoons” and “big data price discrimination.” This study aims to analyze the impact mechanisms of algorithmic recommendations on consumer rights, explore the shortcomings of the current legal framework, and propose improvement suggestions. Through literature analysis and case studies, this paper reveals the potential risks of algorithmic recommendations on rights to information and fair trade, and identifies deficiencies in China’s legal system regarding systematicity, evidence rules, and regulatory mechanisms. The study recommends enacting specialized laws, optimizing evidence rules, and establishing dedicated regulatory agencies to build a more comprehensive consumer rights protection system. This paper provides theoretical and practical guidance for balancing technological innovation with consumer rights protection.