중국 온라인 쇼핑에서 위조상품에 관한 연구

With the pervasive social media and digital networks, e-commerce has grown rapidly in a global 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, selling counterfeit goods has been an increasingly serious matter in online shops including Chinese online shops. The ratio of genuine products to total products was only 58.7% in 2014. A questionnaire was developed and sent to 500 Chinese online shops to probe the reason behind selling counterfeit goods. Improvements are suggested which include the introduction of anti-piracy laws and regulations by the Chinese government as soon as possible to regulate the transactions of counterfeit goods sold online, strengthening the crackdown on counterfeit goods/commodity circulation, raising awareness in the fight against counterfeit goods by brand manufacturers, enhancement of the awareness of consumer protection of rights and interests and improvement of the commodity evaluation system by network sales. KCI Citation Count: 4