电商平台中金融消费者权益保障研究
Study on the Protection of Financial Consumers’ Rights and Interests in E-Commerce Platforms

电子商务是平台经济发展中的中坚力量，随着电子商务等平台企业的不断发展，平台金融化成为一个不可逆转的趋势，金融与平台的不断结合，使金融消费者的权益越来越难以得到保障，信息不对称、数据泄露、监管难等问题不断凸显，制定专门的《金融消费者权益保护法》的呼声也越来越高。平台企业是平台经济的核心，因此电商平台金融化研究要根植于平台经济金融化研究，本文在分析平台金融化的基础上，指出电商平台金融化的风险、金融消费者面临的困境，并进一步提出权益保护的可行性措施，抛砖引玉，以期对进一步加强金融消费者权益保障尽自己的绵薄之力。
Electronic commerce stands as the backbone of platform economy development. With the continuous growth of electronic commerce and other platform enterprises, the financialization of platforms has become an irreversible trend. The increasing integration of finance and platforms has made it increasingly difficult to safeguard the rights and interests of financial consumers. Issues such as information asymmetry, data breaches, and regulatory challenges have become increasingly prominent, leading to heightened calls for the formulation of a dedicated “Financial Consumer Rights and Interests Protection Law”. Platform enterprises are the core of the platform economy, thus research on the financialization of e-commerce platforms must be rooted in the study of platform economy financialization. Based on an analysis of platform financialization, this paper points out the risks associated with the financialization of e-commerce platforms and the difficulties faced by financial consumers. Furthermore, it proposes feasible measures for rights protection, aiming to contribute modestly to the enhanced protection of financial consumers’ rights and interests and serving as a catalyst for further discussions.