網絡不正當競爭中用戶意願的法律定位研究

“消費者利益”保護雖被視為反不正當競爭法向現代競爭法邁進的標誌之一，其在反法體系中“反射式保護”的本質並未改變。基於對司法實踐的觀察，根據用戶意願的差異可將相關案件細分為“用戶欺騙”“用戶干擾”“用戶無涉”及“用戶偏好”四大類型。實證分析表明，儘管用戶意願與原告經營者利益可能一致或背離，法院裁判結果卻鮮受影響。基於法院裁量過程中法益權衡、職能分工以及操作可行性的考慮，消費者利益保護應作為反法制度設計的重要底層邏輯之一而非直接作為違法判斷標準看待。在此基礎上，重視“用戶同意”作為消費者利益的直接表達載體，並嘗試從實體與程序兩方面推進優化用戶意願的表達機制。包括但不限於具化現行裁判思維、適度引入消費者集體訴訟以及開展消費者意願測試等，從而賦能用戶意願的真實表達，實現反不正當競爭法法益結構的多元平衡。

The protection of“consumer interests”is considered a hallmark of the evolution of unfair competition law into modern competition law. However, its essence as“reflexive protection”within the legal framework remains unchanged. Based on judicial practice, this study categorizes related cases into four types:“user deception,”“user interference,”“user irrelevance,”and“user preference,”according to variations in user intent. Empirical analysis shows that, regardless of whether user intent aligns with or diverges from the plaintiff􀆳s business interests, court decisions are rarely influenced by such factors. Considering the balance of legal interests, division of legal functions, and operational feasibility, the protection of consumer interests should be regarded as a legislative objective of unfair competition law rather than a direct criterion for determining illegality. Emphasizing“user consent”as a direct expression of consumer interests, this study advocates enhancing the mechanisms for expressing user intent through substantive and procedural measures. These include refining judicial reasoning, moderately introducing collective consumer litigation, and conducting consumer testing to empower the genuine expression of user intent and achieve a diverse and balanced structure of legal interests under unfair competition law.