중국 전자상거래에서의 소비자보호를 위한 자율규제에 관한 사례분석: 당당망의 사례를 중심으로

This paper deals with the protection of consumers in electronic commerce(EC) in China. This study provides an overview of the development of EC in China, and to review the current consumer problems and protection issues in China EC market. We find that one distinctive feature in consumer protection in EC context in China is that there is a strong self-regulations imposed by businesses due to lack of regulatory actions. The purpose of this paper is to contribute to the development of protection of consumers in China EC market by analyzing a business self-regulation case, Dangdang.com. In conclusion, China has not yet made any law for the protection of consumers in the context of EC, and business self-regulations have many limits in fully protecting consumer rights in EC context. Therefore, China must make some laws and improve current limits of business self-regulation at the same time in order to perfect the protection of consumers in China EC market .