<![CDATA[This study aims to analyze legal protection for consumers in e-commerce transactions and the effectiveness of dispute resolution mechanisms between consumers and businesses. The research questions in this study are: What forms does legal protection for consumers take in e-commerce transactions, and how effective are consumer dispute resolution mechanisms in e-commerce transactions? The research method used is an empirical legal approach, incorporating legislative analysis and case studies based on field data. The results indicate that, in practice, legal protection for consumers has not been fully effective. This is evident in the first consumer’s case, where the consumer communicated with the seller and provided video evidence of the unboxing process but received no response and encountered difficulties in the product return process. Meanwhile, the second consumer did not initially communicate with the seller but still submitted a return request accompanied by unboxing video evidence. Both cases demonstrate that although consumer protection mechanisms are in place, their implementation still faces various obstacles, both from business operators and the platform system. Therefore, enhanced oversight, regulatory clarity, and accountability from business operators and marketplaces are necessary to ensure more effective legal protection for consumers.]]>
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