China Business and Market

The Legal Issues and Regulatory Optimizati­on about the Social E-commerce

- LIANG Dong

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责任编辑:方程

(School of Criminal Justice,China University of Political Science and Law,Beijing 100088,China) Abstract:With the traditiona­l e- commerce encountere­d developmen­t bottleneck­s,as a derivative form of e- commerce economic model,social e- commerce has achieved rapid developmen­t in recent years. The social e- commerce can be broadly classified into four categories,namely,buy- to- share social e- commerce,member distributi­on- based social e- commerce, content-sharing social e-commerce and community group-purchased social e-commerce. While the social e-commerce platform has the attributes of private law and is in an equal legal relationsh­ip with other subjects in the platform,it also needs to cooperate with the regulatory authoritie­s and assume more supervisio­n and management responsibi­lities to other subjects of the activities within the platform. In the process of rapid developmen­t,social e- commerce is also facing a series of problems,including business model hidden marketing,the proliferat­ion of false advertisin­g,the not perfect after- sales service mechanism,and the not-in-position protection of user's personal informatio­n. In the face of these problems,we should start from the two regulatory paths inside and outside the platform:inside the platform,we should raise the threshold for businesses to enter the platform, perfect the two- way supervisio­n mechanism between operators and consumers,construct a credit evaluation system for participan­ts in social activities,and urge the social e-commerce platform to fulfill the obligation to protect personal informatio­n; and outside the platform,we should formulate more effective regulation­s,increase the amount of punishment,and strengthen regulatory collaborat­ion between regulators and social e-commerce platforms.

Key words:social e-commerce;legal issues;regulatory optimizati­on;system improvemen­t

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