Study On Consumer Rights Protection In TV Shopping

The TV shopping is a non-store marketing mode, it use television, internet, shopping guide and other publications to convey product information for customers, consumers ordered by phone or internet and receive home delivery services. As a convenient and new consumption patterns, TV shopping known as "the third revolution in retail."Not only in developed countries like European and American, but also in Asia countries and regions like Japan, Korea, China Taiwan, TV shopping has made rapid development.In China, TV shopping began in 1992,was marked by the Zhujiang TV's shopping programs. After more than ten years of development, China's TV shopping industry scale up to 10.5 billion yuan in 2007, related industrial chain has taken shape, the size of the overall market in 2008 nearly 30 billion. However, with the rapid development of the TV shopping industry, problems are more and more, there was one TV direct sales complaint in 2004,and there were 451 TV direct sales complaints in 2005, while in the first quarter of 2009,the TV shopping complaints had been to 1515, involved nearly 400 products. Thus, due to the lack of appropriate laws and regulations, coupled with the industry's profit-oriented state, a lot of TV shopping company used fraudulent means to damage the consumers'interests, the TV shopping's integrity questioned by the public and therefore, the whole development of the industry are also being challenged.This article is based on the TV shopping's development in our country, and takes the consumers'interests as a starting point, in order to build a TV shopping system which takes consumer protection as its core. The first part of this article defines the TV shopping and introduces the TV shopping's development in foreign countries and in China; the second part analyzes the need of consumer protection in TV shopping from the theoretical and practical sides; the third part introduces the legal system of consumer protection in TV shopping of our country and points out its problems; the fourth part puts forward my recommendations about how to build a TV shopping system which takes consumer protection as its core, with a view to develop the domestic TV shopping industry.