온-오프라인 융합시장에서 소비자보호의 법적 과제

Conventionally, e-commerce has stayed only in the online space, but the opportunity of commerce has been expanded by the online and offline connection of O2O service. The increase in trade has an implication for an increase in economic welfare. However, the O2O service has consumer problems such as lack of information, false advertising, arbitrary price change, and it is not enough to solve the problem with the conventional consumer protection regulations or consumer protection regulations under the Electronic Commerce Act. this paper has tried to analyze the consumer protection problem in the O2O service platform by legal analysis and suggest ways to improve it. In order to expand the provision of information to consumers, it is necessary to extend the period of the publicity order for a company that intentionally advertises by using a false user review article, and the posting stoppage for a user review article is limited to the case that it is clearly constituted by a false criminal offense desirable. In addition, It is important for the competition authorities to monitor and abolish exclusionary abuse of price abuse to create a market environment for market competition principle to work well.