网络直播中带货主播的法律责任研究

Research on the Legal Liability of Anchor with Goods in Live Broadcast

摘要: 直播带货是互联网快速发展的产物，促进了消费经济的发展。然而各主体间的矛盾日益突出，亟待明确带货主播的法律责任。首先深入分析了带货主播的概念及法律地位，区分不同直播带货模式下带货主播的法律地位；其次对带货主播涉及的各类法律责任进行分析；然后结合前文分析指出带货主播的法律责任的现存问题，包括缺乏针对性的立法、法律身份不明确、法律义务不清晰；最后针对上述问题，提出完善带货主播的法律责任建议，包括专门立法并严格实施、明确带货主播的法律身份以及明晰带货主播的法律义务。

Abstract: Live broadcast with goods is the product of the rapid development of the Internet, which promotes the development of consumer economy. However, the contradictions among the subjects are increasingly prominent, and it is urgent to clarify the legal responsibility of the anchor with goods. Firstly, the concept and legal status of the anchor with goods are deeply analyzed, and the legal status of the anchor under different modes of live broadcast with goods is distinguished. Secondly, it analyzes all kinds of legal responsibilities involved in the anchor with goods; Then combined with the previous analysis, it points out the existing problems of the legal responsibility of the anchor with goods, including the lack of targeted legislation, unclear legal identity and unclear legal obligations; Finally, aiming at the above problems, this paper puts forward some suggestions to improve the legal responsibility of the anchor with goods, including special legislation and strict implementation, clear legal identity of the anchor with goods and clear legal obligations of the anchor with goods.