网络购物中消费者权益的法律保护——基于消费者羊群行为视角

Legal Protection of Consumer Rights and Interests in Online Shopping—From the Perspective of Consumer Herding Behavior

摘要: 互联网科技日新月异，持续高速发展，各种电子商务层出不穷，购买产品和服务时，消费者逐渐形成了依靠网络购买商品和服务的习惯。在网络带来的虚拟性和信息不对称下，消费者通过观察其他人的消费决策以降低购买到伪劣产品的不确定性和降低独自决策的风险感，以及互联网的发展促使消费者之间的互动变得更加频繁与便捷，消费者可以通过更多途径观察其他人的购物经验分享，从而使网络购物中的羊群行为变得更加普遍。而网络经营者也抓住了这一现象所引起的营销契机，网络购物中侵犯消费者权益的行为处于逐年增加的现状。鉴于网络购物羊群行为这一现象的普遍性以及引发的侵犯消费者权益等思考，本文通过分析交易过程中消费者羊群行为的现状，从行为产生要素起主导地位的各方角度分析了行为出现的原因，以及消费者受侵犯的表现，最后亦“对症下药”从三大主体角度提出对此问题的解决办法及阐明笔者的反思。

Abstract: With the rapid development of Internet technology and e-commerce, various kinds of e-commerce are emerging in endlessly. When purchasing products and services, consumers have formed the habit of relying on the internet to purchase goods and services. With the virtual and Information asymmetry nature of the web, consumers can reduce the uncertainty of buying shoddy products and the risk of making decisions on their own by observing other people’s spending decisions, as well as the development of the Internet, consumers can interact with each other more frequently and conveniently. Consumers can observe other people’s shopping experiences and share them in more ways, so that the network shopping herd behavior has become more common. The network operators have also seized the marketing opportunities caused by this phenomenon, online shopping in violation of consumer rights and interests of the situation is increasing year by year. Considering the universality of online shopping herd behavior and the infringement of consumers’ rights and interests, this paper analyzes the status quo of consumers’ herd behavior in the process of transaction, and the reasons for the appearance of behavior and the manifestations of the violation of consumers from the angle of the leading parties of the behavior-producing factors. At last, the author puts forward the solution to this problem from three main points of view and clarifies the author’s reflection.