電商平台業者之法律責任-以商標商品瑕疵為例

上網購買商品或服務，這動作已是現代人生活的日常步驟。網購平台業者藉由提供買方與賣方一個交易空間，提升交易者之間的搜尋或媒合速度，並以評價等信賴機制增加交易成功率；網購平台業者也從中獲取手續費、上架費等收益，不僅有助於經濟發展，也建購電子商務的模式與消費環境。電子商務提供消費者方便的購物環境，但也造成消費者保護問題，如交易安全、隱私權保護、網路詐欺及跨國界的消費爭議處理等等。又由於電子商務具有全球化、技術密集、快速變遷及匿名性的特性，以致所衍生的消費者保護議題，遠較其他交易型態複雜，台灣政府、企業經營者及消費者必須共同合作面對。我國行政院為提供消費者與企業經營者與其他交易型態相同的保護，因此訂定電子商務消費者保護綱領。然而，此綱領僅為指導原則或一種精神的宣示，並無實質上的法律效益。我國沒有電子商務的獨立專法，而是透過現有的法律及制度謀求解決，且基於電子商務的技術與特性，另制定電子簽章法以符合電子交易的需求。不過，台灣目前對於網購平台業者也還沒有專法管理或課予責任義務。在現今電商發達的時代，釐清平台業者與買賣雙方間的權利義務關係，已顯得迫切需要。尤其在實務上，平台業者都在其服務條款中聲明：「不介入買賣雙方的實質交易內容，亦不對賣方所提供的商品或服務提供保證」、「若雙方對於商品或服務有爭議，平台也僅協助雙方進行溝通協調，平台本身不對其中一方負擔任何責任。」等語，如果當買方向賣方求償無門時，又該如何保障買方的權益，此時則出現法律保障上的漏洞。

關鍵字

電子商務；消費者保護法；電商平台；網路購物

並列摘要

Buying goods or services online is a daily step in modern life. Online shopping platform operators improve the search or matching speed between traders by providing a trading space for buyers and sellers, and increase the success rate of transactions through trust mechanisms such as evaluation; online shopping platform operators also obtain fees, listing fees and other benefits. It not only contributes to economic development, but also builds and purchases the e-commerce model and consumption environment. Although e-commerce provides consumers with a convenient shopping environment, it also creates new consumer protection issues, such as transaction security, privacy protection, Internet fraud and cross-border consumer dispute settlement. In addition, due to the characteristics of globalization, technology-intensive, rapid changes and anonymity of e-commerce, the resulting consumer protection issues are far more complicated than other types of transactions. The Taiwan government, business operators and consumers must work together to face it. In order to provide consumers and business operators with the same protection as other types of transactions, the Executive Yuan of our country has formulated an e-commerce consumer protection program. However, this program is only a guiding principle or a declaration of spirit, and has no substantial legal effect. my country does not have an independent law on e-commerce, but seeks solutions through existing laws and systems. Based on the technology and characteristics of e-commerce, an electronic signature law is also formulated to meet the needs of electronic transactions. However, Taiwan currently has no legal management or responsibility for online shopping platform operators. In today's era of developed e-commerce, it is urgent to clarify the rights and obligations between platform operators and buyers and sellers. Especially in practice, platform operators all state in their terms of service: "It does not interfere with the actual transaction content between buyers and sellers, and does not provide guarantees for the goods or services provided by sellers", "If the two parties have disputes over goods or services, the platform will also It only assists the two parties in communication and coordination, and the platform itself does not bear any responsibility for either party.” In other words, if there is no way for the buyer to seek compensation from the seller, how to protect the rights and interests of the buyer, then there will be loopholes in legal protection.