跨境电商中的消费者权益保护困境与对策研究

Research on the Dilemmas and Countermeasures of Consumer Rights Protection in Cross-Border E-Commerce

摘要: 在数字经济全球化深入发展背景下，跨境电商凭借高效便捷的贸易模式实现爆发式增长，成为推动国际贸易转型升级、满足消费者多元化需求的核心动力。然而，其跨地域、多主体、多环节的复杂特性，使传统消费者权益保护体系面临严峻挑战，知情权、公平交易权、求偿权等核心权益受损问题日益凸显。本文基于文献研究法与比较研究法，系统梳理跨境电商消费者在购物全流程中的权益保护困境，深入剖析法律法规冲突、监管机制碎片化、平台责任缺位及国际协作不足等深层成因。研究发现，现有保护机制难以适配跨境交易特殊性，导致消费者维权成本高、救济渠道不畅。为此，本文提出构建“法律法规为基础、协同监管为手段、平台治理为核心、国际协作为保障”的多元共治体系，通过完善专项立法、创新监管模式、压实平台责任、深化国际协作等路径，破解跨境电商消费者权益保护难题，为行业健康可持续发展提供理论支撑与实践参考。

Abstract: Against the backdrop of the deepening globalization of the digital economy, cross-border e-commerce has experienced explosive growth due to its efficient and convenient trade model, becoming a core driver in promoting the transformation and upgrading of international trade and meeting the diverse needs of consumers. However, its cross-regional, multi-stakeholder, and multi-layered complex characteristics have imposed severe challenges on the traditional consumer rights protection system, with growing issues related to the infringement of core rights such as the right to information, the right to fair transactions, and the right to compensation. Based on literature research, case analysis, and comparative research methods, this paper systematically examines the dilemmas in protecting consumer rights throughout the shopping process in cross-border e-commerce, and delves into the underlying causes, including conflicts in laws and regulations, fragmented regulatory mechanisms, insufficient platform accountability, and inadequate international collaboration. The study finds that existing protection mechanisms struggle to adapt to the unique characteristics of cross-border transactions, leading to high costs for consumer rights protection and ineffective redress channels. To address these issues, this paper proposes the establishment of a multi-stakeholder governance system based on “laws and regulations as the foundation, coordinated regulation as the means, platform governance as the core, and international collaboration as the safeguard”. By refining specialized legislation, innovating regulatory models, strengthening platform responsibilities, and deepening international cooperation, this framework aims to resolve the challenges of protecting consumer rights in cross-border e-commerce, providing theoretical support and practical guidance for the healthy and sustainable development of the industry.