消费者恶意“薅羊毛”行为：概念、机制与治理
Malicious “Pulling the Sheep’s Wool” Behavior by Consumers: Concept, Mechanism, and Governance

随着数字经济的蓬勃发展，“薅羊毛”行为已成为消费者参与促销活动的常见现象。然而，部分消费者逐渐突破平台规则边界演变成为具有恶意性质的“薅羊毛”行为，严重扰乱市场秩序、损害营商环境。文章就恶意“薅羊毛”行为的概念、具体类型和形成机制进行系统梳理，并从多个维度提出综合治理路径，以期为推动恶意“薅羊毛”行为相关治理实践提供理论参考。
With the rapid development of the digital economy, “pulling the sheep’s wool” behavior has become a common phenomenon among consumers participating in promotional activities. However, some consumers have gradually crossed the boundaries of platform rules, evolving into malicious “pulling the sheep’s wool” behavior, which seriously disrupts market order and harms the business environment. This paper systematically analyzes the concept, specific types, and formation mechanisms of malicious “pulling the sheep’s wool” behavior, and proposes comprehensive governance measures from multiple dimensions, aiming to provide a theoretical reference for advancing the governance practices related to such malicious activities.