In recent years, consumption patterns have undergone tremendous changes based on the advantage of Internet technology. The development of the global e-commerce market have contributed to the emerge of an increasing number of disputes on the ecommerce platform, the majority of which were large volumes of disputes of online transactions featuring low value. The traditional dispute resolution has gradually displayed problems such as high cost, difficult jurisdiction, low efficiency etc. In order to better adapt to the development of e-commerce in the Internet era, a new dispute resolution called Online Dispute Resolution(ODR) has came into being. However, so far, there are not many attempts to ODR and the related mechanism is still in its infancy. Therefore, this thesis mainly discusses the application of ODR in the domain of e-commerce consumer disputes. This article mainly use the empirical analysis, by introducing the relevant meaning of ODR and learning ODR experiences from EU, which have more established practice in consumer protection, analyzing the operation mode of this mechanism. Meanwhile, through the comparative analysis, this paper did horizontal comparison of the United States and other international organizations, in addition to the vertical comparison between ODR and traditional litigation, ADR and other dispute resolution solutions. The article discusses the necessity of establishing the ODR mechanism from the angle of importance and intention. After identifying the current ODR practice, the article will then consider the implication of those rules to China’s construction and development work regarding ODR. In recent years, China charted course on the exploration and practice in ODR, although the impact was rather limited. The following factors might have contributed to it: the lack of social basis, technical constraints, lack of legal protection, etc. Hence, this article puts forward some ideas on establishment and development of ODR in our country. Through developing various related system, improving ODR itself and overcoming resistance existing in the way of development, we can develop ODR gradually and ultimately build a multi-level, all-round dispute resolution system. Roscoe Pound said “Law must be stable, and yet it cannot stand still.” Similarly, for dispute resolution systems, it is necessary to keep pace with the needs of the time and society. It is hoped that the establishment of the ODR mechanism will be an efficient, convenient and secure solution for the widespread application of online consumers. Key words: Online Dispute Resolution(ODR), E-commerce, B2C, consumer protection

互聯網技術的發展帶來了消費方式的變革。隨著全球電子商務市場的發展，在電子商務平台產生的糾紛層出不窮。其中，數量多、小額的在線交易糾紛占很大部分。傳統的糾紛解決方式已經逐漸凸顯出成本高、管轄難、效率低等等的不適應性。為更好地適應互聯網時代電子商務的發展，新的糾紛解決方式——在線解決糾紛機制（ODR）逐漸興起。然而，我國至今為止對於 ODR 的嘗試並不多，相關機制也不健全，因此本文以電子商務消費者糾紛領域為主，探討該機制的應用問題。 本文的研究主要運用實證分析的方法，通過概括介紹 ODR 的有關涵義，并借鑒目前在消費者保護方面 ODR 發展較為成熟的歐盟實踐，分析該機制的運行模式。同時，運用比較分析的方式，橫向對比了美國乃至其他國家和國際組織的實踐，并在縱向上將 ODR 與傳統的訴訟、ADR 等相關解紛解決方式進行對比分析。從重要性和實益性兩方面探討了 ODR 機制建立的必要。在分析目前 ODR 的實踐后，本文將思考現有規則對我國 ODR 建立發展等方面的影響。近年來，我國在 ODR 方面進行了一些探索和實踐，但目前看來並無太大成效。究其原因，社會基礎不足，技術水平制約，法律保障欠缺等均是影響 ODR 發展的因素。因此，本文提出了一些在我國建立和發展 ODR 的構想，通過多方面的制度的完善，改進機制自身的不足，克服發展中存在的阻力，以期逐步發展 ODR，并最終構建一個多層次、全方位的糾紛解決體系。 龐德說過，“法律應該是穩定的，但不能停止不前”。同樣，對於糾紛解決系統，也需要隨著時代和社會需求而進步。希望 ODR 機制的建立，能夠成為在線消費者廣為應用的高效、便捷、有保障力的糾紛解決方式。 關鍵詞：在線解決糾紛機制（ODR），電子商務，B2C，消費者權益保障