| The characteristics of the Internet, such as the virtual nature, the information asymmetry make the online shopping credit evaluation become a key factor for the consumer to make the purchase decision. The proper credit evaluation can limit the behaviors of the participators, reduce the transaction risks, improve the deal rate, and create a fair competition environment, which is the consistent and positive power for online shopping. On the other hand, the improper credit evaluation behaviors, such as buying nice comments, swiping reputations, giving bad comments will violate market rules and damage to consumers' rights, which is not conducive to the development of online shopping. So, the relevant laws and regulations should be formulated to regulate the improper credit evaluation behaviors.The problems of credit evaluation of online shopping in China should be pointed out: The legislation is not specific enough to adapt to the special environment of online shopping; the supervision identity of online shopping is undefined; the protection of consumers' rights is not enough and so on. By analyzing the legislative status and experience of the United States, Japan, the European Union and other countries, several suggestions to improve the improper online shopping evaluation legal regulations can be presented, which including identifying the basic law on the application of the undeserved credit evaluation behavior, formulating a method for determining the behavior of improper credit evaluation; making clear the elements, responsibilities and forms of tortious behavior; identifying the supervision identity, improving supervision system and damage compensation system, introducing advance payment system and so on. |
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