與數位跨境交易相關之商標權保護爭議

Trademark Disputes Related to Digital Cross-Border Transactions

本文乃研究數位跨境交易活動之商標權保護，尤其數位交易以網際網路作為主要媒介，具備無邊境國界之特性，故傳統之「屬地主義」實難適用。因此，在「國際耗盡原則」之普遍適用下，跨境真品平行輸入頻繁發生，雖有助於消費者選擇多種不同價格之商品（特別如：跨境販售之生物醫藥產品等），卻因無法踐行「差別定價」，導致國內代理商或經銷商隨時面臨退出市場經營之風險。本文之研究目的，將從準據法選用、網路平臺業者侵權責任、契約約定侵權責任等部分，來分別檢視如何加以應用，並具體地保護商標權。此外，本文之研究方法，將歸納數位跨境貿易之特點，並結合經濟理論之論述，藉以分析其所衍生消費者價格選擇與「差別定價」市場影響等議題。再者，本文之研究成果及貢獻，乃包括商標屬地主義、耗盡原則、差別定價、準據法、網路平臺業者責任、契約自由原則等概念之詮釋和討論；尤其著重於數位跨境交易活動之準據法選定。最後，本文將研討商標法是否能比照著作權法之立法模式，來訂立網路平臺業者免責事由等條款，且能否透過網路平臺業者與平臺使用者（廣告商）間之契約，來約定商標侵權等免責事項，避免日後契約條款約定不明確之訴訟爭議。

This study examines trademark protection in cross-border digital transactions. In particular, as digital transactions use the Internet as the main medium and are known to be borderless, the traditional "Territoriality Principle" is difficult to apply. Therefore, cross-border parallel imports of genuine products occur frequently under the universal application of the "international exhaustion doctrine." Although this helps consumers choose a variety of products at different prices, including biomedicine products, and so on, it cannot implement "price discrimination," which causes domestic agents or distributors to face the risk of withdrawing from the market at any time. This study examines how to apply and specifically protect trademark rights from aspects such as the selection of governing laws, the infringement liabilities of Internet service providers, and the infringement liabilities stipulated in contracts. In addition, the research method of this study will summarize the characteristics of digital cross-border trade and combine with the discussions of economic theories to analyze issues, including price choices for consumers and the market impacts of "price discrimination" derived from them. Furthermore, the research outcomes and contributions of this article include interpretations and discussions of concepts such as the territoriality principle, exhaustion doctrine, pricing discrimination, governing law, the liability of Internet service providers, and freedom of contract. Specifically, it emphasizes the selection of governing laws for cross-border digital transactions. Finally, this article will discuss whether the Trademark Act could follow the legislative model of the Copyright Act to set up limitations on liabilities for Internet service providers and whether it is possible to stipulate exemptions, such as trademark infringements, through contracts between Internet service providers and platform users (advertisers) to avoid future litigation disputes caused by unclear contract terms.