网络直播消费者知情权的保护

The Protection of Network Broadcast Consumers’ Right to Know

摘要: 随着网络经济的蓬勃发展，网络直播营销作为一种新兴的商业模式，正深刻影响着消费者的购买行为。本文旨在探讨消费者保护权在网络消费行为中的重要性，特别是消费者知情权在网络直播营销中的保护问题。通过分析现阶段网络直播营销中存在的消费者知情权保护困境，包括经营者与主播采用的虚假宣传手段以及消费者自身维权意识的匮乏等原因，揭示了消费者在网络直播营销中面临的知情权受损风险。基于此，本文从完善信息披露制度、明确侵权责任主体以及加强政府监管责任三个方面出发，提出了加强对消费者知情权保护的策略建议，以期为消费者在网络直播营销中的合法权益提供更加坚实的保障。

Abstract: With the vigorous development of network economy, network broadcast marketing, as a new business model, is deeply affecting consumers’ purchasing behavior. This paper aims to discuss the importance of consumer protection rights in online consumption behavior, especially the protection of consumers’ right to know in online live broadcast marketing. By analyzing the dilemma of consumers’ right to know protection in the current network live broadcast marketing, including the false publicity means adopted by operators and anchors and the lack of consumers’ awareness of rights protection, this paper reveals the risk of consumers’ right to know damage in the network live broadcast marketing. Based on this, this paper puts forward strategic suggestions to strengthen the protection of consumers’ right to know from three aspects: improving the information disclosure system, clarifying the subject of infringement liability and strengthening the government’s regulatory responsibility, so as to provide more solid protection for consumers’ legitimate rights and interests in online live broadcasting marketing.