摘要: 随着信息技术革命的逐步深入，电子商务作为一种较新的经济发展模式，越来越被大众所接受。电子商务作为一种全新的商业运作模式，已经成为了成为我国经济发展的主流媒介。电子商务这种新型交易模式，不仅是一个技术应用问题，同时还包含着如何将传统的交易规范移植于网络交易中。如今，电子商务一方面以其成本低、效率高、速度快而在竞争日益激烈的商业环境中，越来越广泛的受到商家和消费者得认可；另一方面，面对传统的消费模式，给消费者及其权益带来了巨大的新挑战，比如前不久所出现的”淘宝事件”。那么如何在电子商务环境下保护消费者权益成了目前最重要的问题之一。

关键词： 电子商务；商业运作模式；消费者权益；“淘宝事件”

Abstract:  With the gradual deepening of the revolution in information technology, E-commerce as a newer model of economic development, is increasingly being accepted by the public. E-commerce as a new business mode of operation has becomeChina's economic development mainstream media. E-commerce, this new trading patterns, is not only a technical application, also contains at the same time the traditional trading norms transplantation in online transactions. Today, with its low cost, high efficiency, fast and in an increasingly competitive business environment, E-commerce has been recognized more widely by businesses and consumers. On the other hand, in the face of the traditional consumption patterns, E-commerce has brought consumers and their benefits tremendous new challenges, such as ‘Taobao event’.

Keywords:  e-commerce; business models; interests of consumers; Taobao event

在线交易作为以互联网为依托的新型交易模式，对互联网技术的依赖性使得信息在交易过程中的重要性更加凸显。而在虚拟环境中经营者作为信息发布者优势显而易见，消费者的安全权、知情权、隐私权、公平交易权以及网络环境中特有的虚拟财产权都面临更易被侵害的危险。国际上有关于电子商务环境下消费者权益保护的成熟经验，我国应立足我国国情，有选择地吸收，尽快建立适合我国国情的电子商务环境下消费者保护体系，从网络信用环境、网络隐私权、电子认证、电子支付、物流、技术安全等多个层砸做出规范，以保障消费者的切身利益，赢得消费者的认可，促进电子商务的长足发展。