Exploration of Legal Conflicts and Applications in Consumer Rights Protection in Cross-Border E-Commerce—From the Perspective of E-Commerce Platform Responsibility

随着跨境电子商务的蓬勃发展，消费者在交易过程中所面临的法律冲突与权益保护问题愈发突出。本文以消费者保护为核心视角，深入分析跨境电商中法律适用与平台责任等关键冲突，并借鉴欧盟、美国与日本的比较法经验，提出了完善我国法律制度的可行路径，包括确立消费者所在地法律适用优先原则、平台先行赔付机制及多边争端协调机制等制度建议，以期提升消费者在数字经济中的获得感与安全感。With the booming development of cross-border e-commerce, the legal conflicts and rights and interests protection problems faced by consumers in the process of transaction have become more and more prominent. This paper takes consumer protection as the core perspective, analyzes in-depth the key conflicts in cross-border e-commerce, such as the application of law and platform responsibility, and draws on the comparative law experience of the European Union, the United States and Japan, and puts forward feasible paths to improve China’s legal system, including the establishment of the principle of priority for the application of the law of the location of the consumer, the mechanism of the platform’s first compensation, and the mechanism of multilateral coordination of disputes and other institutional recommendations, with a view to enhancing the consumer’s sense of access and security in the digital economy, in order to enhance consumers’ sense of access and security in the digital economy.