On The Protection Of The Consumer's Right To Know During On-line Shoping

In today's society, the violation of consumer's right to know has already been a major legal issue and a bottleneck of online shopping. Both the proprietor and the government have the obligation to protect consumer's right to know. The government should put the proprietor under its supervision to prevent the violation of consumer's interests. If consumer's interests were violated, then the authority is suppose to punish the proprietors. For the consumer, the right to know, which is the premiss of consumer's purchase, is an indispensable part of the consuming activity. We can say that the emergenc of both the consuming desire and behavior bases on the fact that the consumer has a knowledge of the commodity and service, since the consumer would not purchase the commodity he does not know at all.With the rapid development of the computer technology and the dissemination of the internet, there is sign of full flourish of the burgeoning consuming style, online shopping. Thanks to its convenience and high efficiency, online shopping attracts more and more consumers. However, due to the influence of several elements, proprietors online tend to use pseudo-advertisements and fragmentary information to cheat consumers, which violates the consumer's right to know. Moreover, the deficiency of relevant laws and administrative supervision bring forward new challenges for the protection of consumer's right to know during online shopping.The right to know is one of the fundamental rights for consumers. The maintemance of the consumer's intersts, the order of socialist market economy, and the product development requires the protection of this right. Therefore, this paper, starting from the major reasons for the violation of consumer's right to know during online shopping (i.e. the information dissymmetry between the proprietors and consumers), analyzes the entrust-agency relation, adverse selection, and moral hazards during online shopping. With references from abroad and the actual situation of the protection of the consumer's right to know, it suggests some countermeasures for the elusion of the adverse selection from the position of the government, enterprises, and the consumers. Besides, it proposes strategies for the elusion of the moral hazards from the aspects of legislation, administrative supervision, and dispute solution system for consumers.