企業於市場中提供產品銷售,只有極少數之情形是由一家企業獨家經營,大部分經營之產業仍然是處於競爭之關係,為了能夠吸引消費者之購買,企業有許多之方式做為誘因,主要有分為價格競爭與非價格競爭。價格競爭,是指企業會以較有利之價格用以作為吸引消費者對於商品購買之誘因;相對的,非價格競爭則是以價格以外之誘因做為吸引消費者之因素,在現行消費環境下,除了品質、服務、數量外,最常見之方式便是為推銷產品所作之廣告。 廣告對於消費者之消費行為具有相當之影響力,消費者於決定是否為消費時,廣告內容經常是影響之因素,因此若廣告內容與實際情況有所出入而不實時,則對於消費者之權益將造成重大之侵害,且若為廣告之商品是為價值相當重大之標的,則對於社會中消費者之交易安全及事業之競爭體制將可能造成更嚴重之破壞,現今社會中所常見之預售屋交易便是如此,因此本論文將以預售屋不實廣告之法律問題作為研究之核心。 首先,本文擬先就預售屋不實廣告之內涵進行探討,亦即分別就預售屋及廣告進行研究,再將此二概念作統整之討論,本文希冀從學說及實務出發,建構起我國不實廣告之判斷基準,以期統合目前可能之分歧見解,避免操作上之混亂。 再者,針對預售屋不實廣告之情形,本文擬從對交易相對人及對競爭者兩種角度進行討論,因交易相對人與競爭者於經濟實力與專業知識上,程度天差地遠,若兩者一併討論而適用同等基準,則或有失衡之疑慮,因此,本文將從兩種不同之角色進行討論,分析於不實廣告下該違法之事業對於交易相對人與競爭者所應負之民事、刑事與行政責任,以期建構出我國不實廣告之法律責任體系,並就我國現行法下所產生之操作問題提出可能之修正方向。
Though monopolies happen, most goods are provided by numerous enterprises which are in highly competitive relationships. Methods such as incentive offering that can be divided into price and non-price competitions have been applied to catch consumers. To urge purchases, price competition refers to cutting down the price while non-price competition at the opposite. Among ways to boost sales, quality and quantity improvement, advertising has been viewed as the most common practice based on current environment of purchasing. This research is focused on the liability of false promotion on pre-sale housing. Advertising aimed at consumer behaviors has seemingly significant influences. Once the deal does not match the content of promotion, consumer rights would be seriously infringed. As far as high-end purchasing is concerned, such problem might lead to greater damage on trade orders and the economy system. Connotation of pre-sale housing false advertising is first discussed in the essay. Connotation refers to integration of new house sales and advertisement concepts into one. This research is set to cover from doctrines to practices, establishing criterion of false advertising, assimilating different opinions at present, and eliminate the operational confusion. Second, it is believed the economic strength and professional knowledge between consumers and competitors are asymmetric thus contributes to biased comparison when using one common standard. Therefore, this study aims to establish a system for the legal liability of the false advertising on pre-sale houses and straightening the operational shortage in Taiwan as well.