电商平台网络直播消费者权益保护

Consumer Rights Protection in E-Commerce Platform Live Streaming Sales

摘要: 互联网时代的到来不仅为日常通讯带来了便利，也为人们的生活方式开拓了新的格局，直至今天网购成为消费的主要途径之一，它区别于传统的消费方式，网购平台作为一个虚拟的销售平台消费者在购物时处于弱势的一方，对网络产品的感知度与认知度受限，因此对消费者权益的保护就更应得到重视。本文从消费者角度出发分析网络购物中存在的影响消费者权益的行为，主要围绕消费者的隐私权、公平交易权、知情权、求偿权、得不到维护，网购中存在大量虚假信息误导消费者，网络直播带货产品的质量问题以及虚假宣传问题、售后维权等来阐述消费者所处的困境和所面临的问题，在分析思考问题的同时并为此提出几点完善的建议。

Abstract: The advent of the Internet age has not only brought convenience to daily communications but also opened up new horizons for people’s lifestyles. Today, online shopping has become one of the primary means of consumption, distinct from traditional methods. As a virtual sales platform, online shopping places consumers in a relatively weaker position, limiting their perception and understanding of online products. Therefore, the protection of consumer rights becomes even more crucial. This article analyzes behaviors affecting consumer rights in online shopping from the consumer’s perspective, focusing on issues such as the lack of protection for consumers’ privacy rights, fair transaction rights, right to information, and right to compensation; the prevalence of false information that misleads consumers; quality issues and false advertising related to live streaming sales; and after-sales service and rights protection. In analyzing these problems, the article also proposes several suggestions for improvement.