The network buys the way long, the cognition characteristic grasps the method not to be difficult

Online shopping is gradually becoming a new mode of consumption, new consumption fashion. China 's TV shopping and online shopping appear rapid development, only 2011 years of China 's E-commerce transaction size has been close to 6 trillion yuan, the share of GDP has risen to 13%, And the average annual growth rate of e-commerce transactions over the past four years has exceeded 30%.

As a off-site shopping method, the traps are increasing, all kinds of fraudulent means are constantly renovated, and the consumption infringement cases are endless, which brings more and more consumer disputes. According to CCTV issued 3 15 consumer complaints list, online shopping top. Network Purchase Complaints Volume blowout, so naturally a point of view, that the current online shopping has become the hardest hit of consumer complaints.

From the visual data, this view may be affirmed, but from the online purchase of consumer disputes in the complaint content and the characteristics of the appeal, found that the inference is premature. At present, the complaint content of the online purchasing consumption dispute, the product quality and the description is inconsistent, the purchase rule or the service changes randomly, the network swindle, the Post-sale service lacks, the product quality flaw, the sale counterfeit product, the refund returns the difficulty big and so on the dispute is the net purchase domain focal point; Generally have the following characteristics: shopping sites for unknown or shanzhai sites, websites and commodity Express list without the seller detailed name and address and other related information, commodity sales prices are generally far lower than the same period market prices, transactions are required to direct remittance and not through a safe and credible third-party payment. There is no obvious difference between the complaint content of the consumer dispute and the traditional method of on-the-spot shopping, and the complaint content of the scene shopping consumption dispute mainly gathers in the commodity quality and the after-sale service, but many of the on-the-spot shopping consumer disputes are settled through the on-site consultation with the operator, or through the complaint, lawsuit and arbitration. Complaints to the association is only one way to solve the problem. From the source of the network purchase consumption dispute, the reason why the net purchase consumption disputes are closely related to consumer information asymmetry, because of the opacity of market transactions, regardless of the site shopping and online shopping, individual consumers can not get rid of the basic ignorance or know very little consumption dilemma.

In the future, the maintenance of the consumer order in the online shopping market has the following suggestions: first, strengthen legislation to determine the rules of online shopping. Because the network buys "self-service" characteristic, its safeguard rights also has the initiative, the efficiency, the perception and the interaction which the rights protection platform lacks in the line. Through legislation to make network shopping regulations, to standardize the rules of online game, so as to increase the transparency of consumer rights, but also to help consumers reduce the cost of protection, so as to improve the success rate of consumer protection.

Second, to strengthen the line under the linkage. Network consumption through the establishment of rights protection platform to allow consumers in any link complaints, and through a unified platform to help consumers solve the problem can not find the direction of the transport mechanism through the line of clues traced to the line, and then knocked down the line of counterfeit dens, so as to achieve a real fight against fakes.

Thirdly, establish a harmonious, safe and honest online shopping environment and continuously improve the identification ability of consumers. Through the Internet economy, transparent, evidence-based and encourage good faith management, can be faster and more effective than offline society to establish a network of integrity system. At the same time, constantly improve the network to buy consumer information recognition capabilities to prevent (blog, Weibo) master avoid online transactions deceived.

Finally, the Government should strengthen the supervision of E-commerce platform. such as to improve the access of network operators, so that businesses to submit security, business real-name registration, etc. to standardize online shopping.

In a word, as long as we can understand the characteristics of the existence of network consumption, to find the focus of online shopping groups, to clarify the difficulties of network consumption rights, to grasp the point of solving the problem of network shopping, to grasp the key points of security net shopping, network purchasing supervision will be able to achieve scientific, online shopping rights can also be achieved, network consumption will also be able to achieve standardization.

(the author is chairman of the National Council of Trade experts, president of Zhejiang University of Tree tree, Professor, Bo Guide)