A Survey Of Consumers’ Behavior And Rights Protection Condition In Network Group-Purchasing

With the prosperity of China’s e-commerce development and the diversity of consumptionmode, network group-purchasing as a new form of trade is more and more popular in net citizen inChina. In recent years China’s network group-purchasing transaction is more and more frequent, allkinds of websites are mushrooming, at the same time the disputes of network group-purchasing isincreasing. Comparing to the websites and merchants, consumers are in a relatively weak position. Inthe choice of network group-purchasing, consumers’ behavior needs to be in line with the limitationsof the websites and their rights can be influenced by merchants’ violations, so it is relatively difficultto protect consumer rights. Therefore I think it is necessary to make a survey to look into consumers’behavior and rights protection condition in network group-purchasing, and then give some legaladvice on the base of knowing the problems and the present difficulties in rights protecting inconsumers’ network group-purchasing.This article uses the way of questionnaire survey to realize the consumers’ behavior and rightsprotection condition in network group-purchasing in Beijing area among all the consumers who havethe experience of network group-purchasing, trying to see the consumers’ real condition of theconsciousness, behavior, choice and result in rights protection in network group-purchasing, studyinglegal issues therein. I hope I can give some judicial and legislative suggestions from the point of viewof protecting consumers’ rights.Before the formal investigation there was a previous survey.We got53valid return, inaccordance with the data we knew some weakness of the first questionnaire and make somemodification. In the formal survey, we gave out300pieces of questionnaire in total. The totalnumber of return was298, and the valid usable return was290. There are20questions in the threeparts of the questionnaire, from the aspects of consumers’ basic information, behavior and rightsprotecting condition.Through the SPSS software we made the percentage and correlation analysis about the validreturns, and got the following conclusion: the consumer’ choices of rights protection have strongrelationship with their purchasing act like the purchase amount, but the relevance to occupation, andeducational level is obvious; the consciousness of consumer’ rights protection is in low level incommon, and most of them have little knowledge of the websites’ quality certificates and methods ofevidence preservation; few of consumers choose to protect their rights.In the analysis of the characteristics of consumer behavior and the results of rights protecting,I make a sum about the current legal problems in network group-purchasing as follows: consumerprivacy is revealed, trading fraud, format terms, refund without security, rights protection indifficulties, etc. I suppose not only the consumers should improve the sense of self-protection,butalso the authorities need to do more thing: the legislature could formulate relevant laws andregulations to make the group-purchasing websites manage in standard, the law enforcement agenciesshould work to strengthen the supervision of the websites, and provide other choices like “SmallGroup Litigation” considering the particularity of network group-purchasing.