The Regulation Research Of Fake Transaction On Electronic Commerce Platform In Our Country

After rapid development, electronic commerce has been one of the strategic emerging industries, helping the enterprise not only to reduce cost and improve efficiency but also to expand the market and innovative business model, and it’s avail to enhance the economic operation quality and increase the international competitiveness of our country. But the fake trading behavior on e-commerce platform is more and more serious which has become a bottleneck in the development of e-commerce. It’s the destruction to trust mechanism and the negative impact to the market environment. In the short term it is the most direct damage to the interests of consumers and brand manufacturers, and in the long run it will do harm to the e-commerce market’s credit mechanism establishment and the sustainable healthy development. At the same time, China’s e-commerce platform has been developed into the international, so e-commerce platform of fake transactions will influence the development of our country in the world economy. So it’s very important to effectively deal with the e-commerce platform of fake transactions, and create a good faith, fair, open, and rest assured safety network shopping environment. which can help our country’s economic to steady and continuously develop.This paper main making use of the mechanism design theory, principal-agent theory, harmonious consumption theory, reputation theory, competitive market theory, and taking the theoretical analysis and empirical analysis, then combining theoretical discussion and practical application of the method to analysis fake transactions in electronic commerce platform of our country. Information asymmetry causing adverse selection, low e-commerce platform operating costs making fake concentration, and consumers based on rational choice theory buying the fake are the main reason of fake transaction behavior. There are many problems during the regulation, such as buyers know the fake fake, the seller in-mechanism imperfect, the platforms’ lack of effective inspection and supervision for commodity quality, platform’s currently unperfected credit evaluation system,the lack of competition between the platforms and the government’s in-completed regulations on the introduction of the electric business laws. Studying from the developed countries’ experience the paper put forward a series of workable measures, such as establishing a mature consumer market, improving the seller in-mechanism, perfecting supervision mechanism, increasing the e-commerce platform competition, strengthening the supervision of the platform, improving the supporting service system, establishing the electric business field consumers’ rights interests protection mechanism, perfecting relevant laws and regulations.