Research on the Legal Regulation of the Seven-Day Unconditional Return Policy on E-Commerce Platforms

我国“七天无理由退货”规则虽在《消费者权益保护法》中确立了法律地位，但在适用主体认定、商品范围界定、退货标准执行等方面存在显著差异。实践中，经营者规避义务与消费者滥用权利的双重困境导致制度运行偏离立法初衷。基于实证数据分析，提出五项完善路径：构建双向诚信披露机制、强化经营者信息披露义务、明确商品适用范围、建立合理费用分担机制以及优化退货程序安排。建议通过区块链技术应用、标准化信息披露模板及分级退货机制等创新举措，实现消费者权益保护与经营者利益平衡的帕累托最优，为构建公平高效的电子商务交易环境提供制度保障。Although the “seven-day no-reason return” rule in China has been established in the “Consumer Rights and Interests Protection Law”, there are significant differences in the determination of applicable subjects, the definition of the scope of goods, and the implementation of return standards. In practice, the dual dilemma of operators evading obligations and consumers abusing rights has led to the deviation of the system’s operation from the legislative intent. Based on empirical data analysis, five improvement paths are proposed: building a two-way credit disclosure mechanism, strengthening the information disclosure obligations of operators, clarifying the scope of applicable goods, establishing a reasonable cost-sharing mechanism, and optimizing the return process arrangement. It is suggested that through innovative measures such as the application of blockchain technology, standardized information disclosure templates, and a tiered return mechanism, a Pareto optimal balance between consumer rights protection and operator interests can be achieved, providing institutional guarantees for building a fair and efficient e-commerce transaction environment.