关键词： 数字经济, 网络反不正当竞争, 商业道德, 利益衡量, 经营者利益, 消费者利益

Abstract: In the era of the digital economy,the forms of competition and business models are becoming increasingly diverse and complex.The determination of the illegality of online unfair competition increasingly relies on the assessment of business ethics,yet it cannot avoid the legislative,judicial,and compliance dilemmas brought about by the “overgeneralization of morality”.The essence of this dilemma lies in the limitations of existing methods for determining business ethics,particularly in the context of online unfair competition.The rapid evolution of business ethics often conflicts with the stability of the law,and there is a constant tension between subjective justice creation and objective standards of judgment.A feasible solution is to deconstruct traditional standards of business ethics through a tripartite interest-balancing framework based on the interests of operators,consumers,and the public.In determining business ethics in online anti-unfair competition,it is necessary to theoretically recalibrate the protection of operator interests,strengthen consumer interests,and supplement public interests to adjust and balance the degree of protection afforded to these three types of interests.On this basis,the scenarios of B2B (Business-to-Business) and B2C (Business-to-Consumer) should be categorized to identify the primary interest (operator or consumer interest) that needs priority consideration.Subsequently,the other two interests should be comprehensively evaluated,with public interest playing a balancing role,thereby establishing an application paradigm for determining business ethics centered on interest balancing.

Key words: digital economy, online anti-unfair competition, business ethics, interest balancing, operator interest, consumer interest