互联网“秒杀”行为的法律规制研究

Legal Regulations for the Internet “Flash Sale”Behavior

为了应对日益激烈的市场竞争,电商的销售策略出现了新的形态,其中"秒杀"行为是新营销手段之一。对于这种行为是否应认定为不正当竞争,是否应纳入《反不正当竞争法》中加以规制,学界的观点各有不一。因"秒杀"对象具有差异性,因而对不动产、特殊动产类商品和普通动产的性质应该分而述之。对"秒杀"行为产生的问题应当从经营者、消费者和网络平台提供者三方面追责,且应加强法律的可执行性,加大政府的监管力度,同时鼓励社会监督来规范"秒杀"行为。

In order to cope with the increasingly fierce competition,new forms of selling strategies are developed by the electronic business parties,among which the“flash sale”behavior is one of the examples.There are different ideas about whether it should be defined as inappropriate form of competition.The objects of“flash sale”are different so there should be independent descriptions for the nature of immovable property,special movable property and general movable property.The problems that appear in this business practice should be measured from the aspects of manager,customer,and the internet platform.It is suggested to strengthen the legal feasibility,intense government’s supervision power,and encourage social supervision over the“flash sale”behavior.