CAJ | 학술논문

好评返现作为一种全新的网络营销方式，在为商家带来短期利润的同时，却损害了消费者的利益，对电子商务购物平台精心打造的信用评价体系也提出了挑战。好评返现对网购市场交易主体“看似双赢，实则双输”，它不但破坏了市场竞争秩序，使优胜劣汰机制发生扭曲，而且还破坏了电子商务平台的诚信环境。对此，要大力营造诚信环境，完善诚信文化；严格消费者身份认证，扩大消费者义务主体范围；进一步完善信用评价体系，提高消费者的参与度；建立第三方信用评价机构；拓展技术手段，提高监管水平；加强行政指导，强化法律责任。
호평반현작위일충전신적망락영소방식，재위상가대래단기리윤적동시，각손해료소비자적이익，대전자상무구물평태정심타조적신용평개체계야제출료도전。호평반현대망구시장교역주체“간사쌍영，실칙쌍수”，타불단파배료시장경쟁질서，사우성렬태궤제발생뉴곡，이차환파배료전자상무평태적성신배경。대차，요대력영조성신배경，완선성신문화；엄격소비자신빈인증，확대소비자의무주체범위；진일보완선신용평개체계，제고소비자적삼여도；건립제삼방신용평개궤구；탁전기술수단，제고감관수평；가강행정지도，강화법률책임。
As a new way of network marketing,cashback for favourable comment brings businessman with short-term profits;but at the same time,it hurts the interests of consumers,and challenges the credibility assessment system elaborately created by e-commerce shopping platform. It looks like that cashback for favourable comment can realize a win-win situation;but actually it does not only destroy market competitive order,but also distort the mechanism for selecting the superior and eliminating the inferior;it also destroys the integrity environment of e-commerce platform. So,we should,first,create the integrity environment and perfect the integrity culture;second,we should strengthen consumers' identity authentication and expand the scope of consumers' responsibilities;third,we should further perfect the credibility assessment system and increase consumers' degree of participation;fourth,we should establish the third party credibility assessment system;fifth,we should explore more technological means and improve the level of supervision;and sixth,we should strengthen the administrative guidance and strengthen the legal responsibilities.