Legal Theory Breakthrough and Path Construction for the Protection of Consumers’ Rights and Interests from the Perspective of E-Commerce Algorithm Regulation

在电商行业蓬勃发展的进程中，算法技术深度融入电商运营的各个环节，彻底重塑了消费生态。然而，算法的技术特性给消费者权益保障带来了诸多复杂难题。本文深度剖析电商算法规制与消费者权益保障之间的内在联系，详细阐述当前消费者权益保护面临的现实困境，从法理层面探索突破路径，并提出全面且具针对性的实现路径，致力于为数字经济时代电商算法的有效治理与消费者权益的切实保护提供理论支撑与实践指引。In the process of the booming development of the e-commerce industry, algorithm technology has been deeply integrated into all aspects of e-commerce operations, completely reshaping the consumption ecosystem. However, the technical characteristics of algorithms have brought many complex problems to the protection of consumers’ rights and interests. This paper deeply analyzes the internal relationship between the regulation of e-commerce algorithms and the protection of consumers’ rights and interests, elaborates on the current practical dilemmas faced by the protection of consumers’ rights and interests, explores breakthrough paths from the legal theory level, and proposes comprehensive and targeted implementation paths, aiming to provide theoretical support and practical guidance for the effective governance of e-commerce algorithms and the practical protection of consumers’ rights and interests in the digital economy era.