跨境电商中消费者权益保护机制探究

Research on the Protection Mechanism of Consumer Rights and Interests in Cross-Border E-Commerce

摘要: 本文聚焦跨境电商消费者权益保护问题，指出在其快速发展背景下，消费者面临知情权、公平交易权等权利受损及维权成本高、纠纷解决难等困境。通过分析跨境电商交易的跨国性、信息不对称等特殊性，借鉴欧盟、美国、日本的立法与监管经验，从完善法律制度、强化支付安全保障、优化在线纠纷解决机制、健全消费者评价体系四方面提出对策，强调构建政府、平台、经营者及消费者协同的保护体系，以推动跨境电商规范发展，保障消费者权益。

Abstract: This paper focuses on the protection of consumers’ rights and interests in cross-border e-commerce, and points out that under the background of its rapid development, consumers are faced with the dilemma of impaired rights such as the right to know and the right to fair trade, high cost of rights protection and difficulty in dispute resolution. By analyzing the particularity of cross-border e-commerce transactions, such as transnationality and information asymmetry, and drawing on the legislative and regulatory experience of the European Union, the United States and Japan, this paper puts forward countermeasures from four aspects: improving the legal system, strengthening the security of payment, optimizing the online dispute resolution mechanism and improving the consumer evaluation system, emphasizing the construction of a coordinated protection system for the government, platform, operators and consumers, so as to promote the standardized development of cross-border e-commerce and protect the rights and interests of consumers.