C2C微商模式下消费者权益保护的法律研究  

Legal Study on the Protection of Consumer Rights and Interests under the C2C Microbusiness Model

作　　者：杨雨露 

机构地区：[1]贵州大学法学院,贵州 贵阳

出　　处：《电子商务评论》2025年第2期494-499,共6页E-Commerce Letters

摘　　要：随着互联网技术的快速发展,C2C微商模式依托社交平台成为新兴的电商形式,具有低成本和灵活性强等特点,但也带来了消费者权益保护的挑战。由于C2C微商经营者多为自然人,缺乏明确的法律身份,平台监管职责不清,导致商品质量难以保障、虚假宣传泛滥、售后服务缺失等问题。现行《消费者权益保护法》和《电子商务法》未能充分涵盖C2C微商模式,造成消费者权益保护的法律空白。针对C2C微商模式下消费者权益保护存在相关法律不完善、监管体系不健全、救济制度不足的问题,提出通过完善法律框架、强化平台责任与引入技术手段以及优化维权机制与降低维权成本等措施,进一步加强对消费者权益的保护,为构建公平、透明的电商环境提供理论支持。The C2C micro-merchant model, emerging with the rise of social platforms, offers low costs and high flexibility but also raises significant challenges for consumer rights protection. Predominantly operated by individuals without clear legal identities, these businesses face issues such as unregulated product quality, false advertising, and inadequate after-sales support. Ambiguities in platform regulatory responsibilities further exacerbate these problems. Existing laws like the Consumer Protection Law and E-Commerce Law inadequately address this model, leaving a legal gap in consumer rights protection. This paper identifies key issues, including incomplete legislation, weak regulatory frameworks, and insufficient relief mechanisms. It advocates for improving legal definitions, clarifying platform responsibilities, leveraging technology for enhanced oversight, and optimizing dispute resolution to reduce protection costs, thus fostering a fairer and more transparent e-commerce ecosystem.

关 键 词：C2C微商模式 电子商务 消费者权益保护 

分 类 号：F72[经济管理—产业经济]