Research on the Governance Path of E-Commerce Consumers’ Choice Rights under the Perspective of Algorithmic Recommendation

算法推荐技术作为数字时代的新型产物，在优化电商消费效率的同时，其引发的认知偏差、决策干预及价值观异化问题，客观上限制了消费者选择权。本研究基于治理现代化的视角，针对现行治理中法律规制滞后、平台责任模糊与协同效能不足等缺陷，构建“技术–制度–监管”的协同治理框架。在技术规制层面，构建涵盖透明度与责任化双重治理约束机制；在权利保障维度，确立包含消费者知情权与平台责任权的复合型权利束；在治理实施层面，形成政府主导的监管与社会力量参与的协同治理网络。本研究旨在通过多维制度的联动，实现技术应用与权利保护的动态平衡。Algorithmic recommendation technology, a significant innovation of the digital era, has reshaped e-commerce consumption patterns while inadvertently constraining consumer choice rights through mechanisms of cognitive limitation, decision-making manipulation, and value distortion. This research, from the perspective of governance restructuring, addresses the inadequacies in current governance mechanisms, such as the lag in legal regulations, the ambiguity in platform responsibilities, and the deficiency in collaborative efficiency. It proposes a holistic “Technology-Institution-Regulation” governance framework. Within this framework, a dual governance mechanism is suggested at the technological regulation level, emphasizing transparency and accountability. For rights protection, a multifaceted rights framework is outlined, incorporating the consumer’s right to information and the platform’s responsibility rights. At the governance implementation level, a collaborative network is proposed, led by the government and involving various social entities. The study aims to achieve a symbiotic balance between technological application and rights protection through a coordinated approach across multiple institutional dimensions.