电商诱导交易下的消费者维权困境及解决办法

Dilemma and Solution of Consumer Rights Protection under E-Commerce Induced Transaction

摘要: 根据2024年3月14日公布的《直播带货消费者维权舆情分析报告(2023)》显示，诱导非官方交易成为影响消费安全的关键原因。本文对非官方交易的概念、出现原因、常见的情形做详细论述。非官方交易已经成为消费投诉的重要原因，对此，笔者搜集整理了三例典型案例，并对案件中的集中问题展开分析。在案件整合的过程中，笔者发现，诱导非官方交易的主要原因，就是在交易过程缺乏第三方的监管，经营者认定困难，交易的完成完全依赖于卖家的自觉和诚信。诱导交易的特点为交易的非官方性、隐蔽性、随意性，在维权过程中，《消法》规定的五种方式中，协商和诉讼是消费者使用频率最高的，其中诉讼是最有用的，但对于普通消费者来说，难以保存证据、独立完成起诉。因诱导交易数额较小，维权过程繁琐，不少消费者选择放弃维权。长此以往，不利于电子商务的健康发展，不少不良商家也会打着销售的名义行欺诈、虚假宣传之实，因此带来更多类案。为从源头解决此类案件，笔者以维护消费者权益为切入点，详细分析交易产生的原因、出现的问题，针对各种维权困难为消费者提供最佳维权途径。

Abstract: According to “Analysis Report on Consumer Rights Protection with Live Delivery (2023)” published on March 14th, 2024, inducing unofficial transactions has become the key reason affecting consumer safety. This paper discusses the concept, causes and common situations of unofficial transactions in detail. Unofficial transactions have become an important cause of consumer complaints. In this regard, the author collected and sorted out three typical cases and analyzed the concentration problem in the cases. In the process of case integration, the author found that the main reason for inducing unofficial transactions is the lack of third-party supervision in the transaction process, which makes it difficult for operators to identify, and the completion of the transaction depends entirely on the seller’s consciousness and integrity. The characteristics of induced transactions are unofficial, hidden and random. In the process of rights protection, among the five ways stipulated in Consumer Law, negotiation and litigation are the most frequently used by consumers, among which litigation is the most useful, but it is difficult for ordinary consumers to preserve evidence and complete prosecution independently. Due to the small amount of induced transactions and the cumbersome process of safeguarding rights, many consumers choose to give up their rights. In the long run, it is not conducive to the healthy development of e-commerce, and many unscrupulous merchants will cheat and make false propaganda in the name of sales, which will bring more similar cases. In order to solve this kind of cases from the source, the author takes the protection of consumers’ rights and interests as the breakthrough point, analyzes the causes and problems of the transaction in detail, and provides the best way for consumers to protect their rights in view of various difficulties in protecting their rights.