直播电商冲动消费的冷静期制度适用性及法律保障研究——基于行为经济学与消费者权益保护的视角

Applicability of Cooling-Off Period System and Legal Safeguards for Impulsive Consumption in Live Streaming E-Commerce—A Study Based on Behavioral Economics and Consumer Rights Protection Perspectives

摘要: 直播电商的沉浸式、强互动性显著放大了消费者的冲动购买倾向，导致高退货率与权益纠纷频发。现行《消费者权益保护法》中的“七日无理由退货”制度及《网络直播营销管理办法》难以有效应对直播场景下的非理性决策困境。本文基于行为经济学理论，剖析直播冲动消费的生成机制，借鉴欧盟、韩国等地经验，论证设立差异化冷静期制度的正当性与必要性。研究揭示适用中的技术性难题与利益平衡困境，提出构建分层冷静期规则、强化主播连带责任、完善程序保障与配套制度的本土化法律路径，旨在为优化消费者权益保护与规范直播电商健康发展提供理论支撑与立法参考。

Abstract: The immersive and highly interactive nature of live streaming e-commerce significantly amplifies consumers’ impulsive purchasing tendencies, leading to high return rates and frequent rights disputes. Existing frameworks, such as the “Seven-Day Unconditional Return” policy under China’s Consumer Rights Protection Law and the Live Streaming Marketing Management Measures, struggle to effectively address irrational decision-making dilemmas inherent in the live streaming context. Drawing on behavioral economics theory, this study analyzes the formation mechanisms of impulsive consumption in live streams. It further examines experiences from the European Union, South Korea, and other jurisdictions to justify the legitimacy and necessity of establishing a differentiated cooling-off period system. The research identifies key challenges in implementation, including technical difficulties and the dilemma of balancing stakeholder interests. Consequently, it proposes localized legal pathways: constructing tiered cooling-off rules, strengthening joint liability of live streaming hosts, and enhancing procedural safeguards with supporting mechanisms. This study aims to provide theoretical underpinnings and legislative references for optimizing consumer rights protection and fostering the healthy development of regulated live streaming e-commerce.