委托代理视角下的电商直播带货问题分析

Analysis of E-Commerce Live Delivery Problem Based on Principal-Agent Perspective

摘要: 近年来，在新媒体技术快速发展的环境下，直播带货以其独特的优势，已发展成为一种典型的电商经济形式。与传统电商相比，这种“直播 + 电商”的新型销售模式具有内容丰富、互动性强、即时性快的特点。但是，在其蓬勃发展的同时，也出现了诸如虚假宣传、责任认定不清晰、质量参差不齐等问题。因此，本文以委托代理理论和信息不对称理论作为研究方法，分析电商直播中产生的问题及其原因，并提出相应的管理建议，如完善有关法律法规并优化监督和审查机制、提高电商直播的准入门槛、建立完善选品和售后机制等，以促进我国电商直播行业的良好发展。

Abstract: In recent years, in the context of the rapid development of new media technology, live streaming has developed into a typical form of e-commerce economy with its unique advantages. Compared with traditional e-commerce, this new sales model of “live broadcast + e-commerce” has the characteristics of rich content, strong interactivity and fast immediacy. However, while it is booming, there are also problems such as false publicity, unclear identification of responsibility, and uneven quality. Therefore, this paper takes the principal-agent theory and the information asymmetry theory as research methods, analyzes the problems and causes in e-commerce live broadcasting, and puts forward corresponding management suggestions, such as improving relevant laws and regulations, optimizing the supervision and review mechanism, raising the entry threshold of e-commerce live broadcasting, and establishing and improving product selection and after-sales mechanisms, so as to promote the good development of China’s e-commerce live broadcast industry.