Research On Consumer Rights And Interests Protection In E-commerce

With the development of e-commerce, the phenomenon of e-sellers cheating e-consumers increases, which causes a more serious problem of consumer rights and interests protection. Low trust in consumer rights and interests protection in e-commerce that consumers have, has restricted further development of e-commerce. In this dissertation, based on the survey of the present research situation and development trends at home and abroad of consumer rights and interests protection in e-commerce, from the view of law and economics, how to protect consumer rights and interests in e-commerce is profoundly studied with economic theories relevant to information asymmetry, meanwhile corresponding measures are proposed. The main work in the dissertation is arranged as follows:1.It is indicated that information asymmetry between e-sellers and e-consumers is an important reason for fraud in e-commerce. Through static games of complete information, severity of consumer rights and interests protection, caused by increased information asymmetry in e-commerce, has been profoundly discussed.2. How to reduce information asymmetry by signaling has been demonstrated. Through signaling games of incomplete information, the problem of consumer rights and interests protection in e-commerce is analyzed and countermeasures have been brought forward.3. It is pointed out that the existence of explicit and implicit incentive mechanism reduces the phenomenon of sellers impairing consumer rights and interests in e-commerce. Through establishing the incentive model of guarding against fraud and the reputation model of sellers, the important roles of explicit and implicit incentive mechanism for consumer rights and interests protection in e-commerce are illuminated. Explicit and implicit incentive measures have been put forward in order to protect consumer rights and interests.4. Monitoring on sellers can reduce information asymmetry, which is useful to protect consumer rights and interests. Through the theory about optimal mechanism of monitoring, it is expatiated lhat consumer rights and interests can be protected best when the level of monitoring on sellers is optimal. In e-commerce, monitoring on sellers should be strengthened in order to protect consumer rights and interests better. Suggestions on monitoring in e-commerce have been put forward.Finally, main results and conclusions of this dissertation have been summarized; the prospects and study emphases of the future research work have been discussed and forecast.