虚假评论对电商平台信誉度的影响及治理对策
The Influence of Fake Reviews on the Credibility of E-Commerce Platforms and Its Countermeasures

互联网技术的迅猛发展使得电子商务成为全球消费的重要组成部分，深刻改变了传统的商业模式。越来越多的消费者倾向于通过在线社交媒体表达自己的消费体验，然而虚假评论的泛滥已成为影响当前电商平台信誉度的突出问题，严重干扰了消费者的决策过程以及市场的公平竞争。虚假评论是指通过不真实的评价行为干扰消费者的判断，或通过恶意操控评论系统提升或贬低产品与商家的信誉。本文旨在探讨虚假评论的类型、成因及其影响，并分析现有治理措施的局限性，进一步提出综合治理方案，以期为电商平台优化评论系统及维护健康市场秩序提供有益参考。
The rapid development of Internet technology has made e-commerce an important part of global consumption, profoundly changing the traditional business model. More and more consumers tend to express their consumption experiences through online social media. However, the proliferation of fake reviews has become a prominent problem affecting the credibility of current e-commerce platforms, seriously interfering with consumers’ decision-making processes and fair market competition. Fake reviews refer to the act of interfering with consumers’ judgment through untrue evaluations or maliciously manipulating the comment system to enhance or undermine the reputation of products and merchants. This article aims to explore the types, causes, and impacts of fake reviews, analyze the limitations of existing governance measures, and further propose a comprehensive governance plan, with the expectation of providing useful references for e-commerce platforms to optimize their comment systems and maintain a healthy market order.