중국 온라인 쇼핑에서 위조상품에 관한 연구

Challenges of Selling Fake Goods at Chinese Online Shops

With the pervasive social media and digital networks, e-commerce has grown rapidly in aglobal context. The number of Chinese online shoppers is estimated at 380 million people,bringing the online shopping market value to 2820 billion yuan in 2015. However, sellingcounterfeit goods has been an increasingly serious matter in online shops including Chineseonline shops. The ratio of genuine products to total products was only 58.7% in 2014. Aquestionnaire was developed and sent to 500 Chinese online shops to probe the reason behindselling counterfeit goods. Improvements are suggested which include the introduction ofanti-piracy laws and regulations by the Chinese government as soon as possible to regulate thetransactions of counterfeit goods sold online, strengthening the crackdown on counterfeitgoods/commodity circulation, raising awareness in the fight against counterfeit goods by brandmanufacturers, enhancement of the awareness of consumer protection of rights and interestsand improvement of the commodity evaluation system by network sales.