跨境电商背景下消费者权益保护的法律困境与制度建构

Legal Dilemma and Institutional Construction of Consumer Rights Protection in the Context of Cross-Border E-Commerce

摘要: 随着跨境电商的蓬勃发展，其无国界、虚拟化的特征对建立在传统物理疆域基础上的消费者权益保护法律体系构成了系统性挑战。本文深入剖析了跨境电商在消费者知情权、公平交易权与售后保障权等实体权益方面造成的冲击，并揭示了其在司法救济层面面临的管辖权模糊等程序性壁垒，以及当前治理体系存在的结构性困境。为应对这些挑战，本文提出应从理念创新、监管体系重构、争议解决机制完善及国际合作深化四个维度，进行体系化的制度建构，以构建一个既能有效保障消费者权益，又能促进跨境电商可持续发展的治理模式。

Abstract: With the vigorous development of cross-border e-commerce, its borderless and virtual characteristics pose a systematic challenge to the consumer rights protection legal system established on the basis of traditional physical boundaries. This article deeply analyzes the impact of cross-border e-commerce on consumers’ substantive rights, such as the right to know, the right to fair trade, and the right to after-sales guarantee, and reveals the procedural barriers, such as jurisdictional ambiguity it faces in the judicial relief aspect, as well as the structural predicaments existing in the current governance system. To address these challenges, this article proposes that a systematic institutional construction should be carried out from four dimensions: concept innovation, regulatory system reconstruction, improvement of dispute resolution mechanisms, and deepening of international cooperation, in order to build a governance model that can not only effectively protect consumers’ rights but also promote the sustainable development of cross-border e-commerce.