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随着我国经济的快速发展和互联网技术的普及,网上购物这种新的交易方式成为越来越多的人的选择。虽然网上购物方便、快捷;但是,由于很多消费者据以判断商品信息的宣传和实际商品的质量和性能不符,致使网上购物这一现象在蓬勃发展的背后出现了众多消费者对商品质量的不满和退换货麻烦的困境。笔者认为,消费者和商家在交易时拥有的信息不对称是引起消费者不满的重要原因,因而本文从信息不对称理论的角度出发,分析了消费者和商家的交易行为,然后对消费者权益保护作出了相关的论述。
With the rapid economic development in our country and the popularization of Internet technology, the new transaction mode of online shopping has become the choice of more and more people. Although online shopping is convenient and fast, many online consumers are dissatisfied with the quality of their products due to the fact that many consumers judge the publicity of product information and the actual quality and performance of actual products. And the trouble of return trouble. The author believes that the asymmetric information that consumers and merchants have in transaction is the main reason that arouses consumer dissatisfaction. Therefore, this paper analyzes the transaction behavior of consumers and merchants from the perspective of information asymmetry theory, and then analyzes the consumer rights and interests Protection made relevant discourse.