谢兰芳

    内容提要：消费者处于互联网竞争生态链的最末端，互联网竞争行为与消费者利益息息相关，几乎每一种不正当竞争行为都可能侵害消费者利益。当前互联网不正当竞争侵害消费者利益行为具有普遍性，表现为侵害消费者的决定自由，误导消费者以及搭便车行为对消费者利益的侵害。互联网领域消费者利益的实质是消费者的整体利益与长远利益，不应着眼于消费者的局部利益与眼前利益。我国《反不正当竞争法》在第1条立法目的中明确要求保护消费者合法权益，这决定了认定不正当竞争行为的根本定位。因此，在立法上，建议赋予消费者集体诉权；在司法理念上以是否侵犯消费者利益作为判定互联网不正当竞争行为的重要标准；在具体认定是否侵害消费者利益时，引入消费者测试，以对消费者利益形成客观认知。 

    关 键 词：消费者利益   消费者决定自由   误导消费者   消费者集体诉权   消费者测试

    Abstract:  Internet competition is closely related to the interests of consumers, because consumers are at the end of the chain of internet competition, and almost every kind of unfair competition could do harm to the legitimate interests of consumers. Currently, the action of using unfair competition on the Internet to violate consumers’ legitimate interests is quite common, such as violating the free choice of consumers, misleading the consumers, and infringing consumers’ legitimate interests by way of free riding. In essence, the consumers’ interests on the Internet are embodied in their overall and long-term interests, not just in immediate and partial interests. Article 1 of China Anti-unfair Competition Law explicitly grants protection to the lawful interests of consumers, which should be used to determine the unfair or fair nature of the competition. Therefore, at the legislative level, consumers should be entitled to bring class action lawsuits; at the judicial level, whether the consumers’ interests are being infringed or not should become an important criteria for determining the unfair nature of internet competition; and when determining whether the consumers’ interests are being infringed, consumer test should be brought in to objectively perceive the interests of consumers.

    Key Words: interests of consumers; choice freedom of consumers; consumers misguidance; consumer class action; consumer test