直播带货背景下消费者权益保护问题研究

Research on Consumer Rights Protection in the Context of Live Streaming E-Commerce

摘要: 互联网技术的飞速发展和直播平台的广泛普及改变了人们的消费方式，直播带货已经成为电商行业的一个重要分支。直播带货是指通过网络直播方式销售商品或者提供服务的交易活动，直播带货中消费者权益受损的类型主要包括虚假宣传与误导性营销、产品质量问题与售后服务缺失以及消费者个人信息泄露与隐私侵犯。直播带货背景下消费者权益保护主要存在针对性法律失位、平台监管不足以及消费者维权意识相对薄弱等问题。对此需要加强立法、提升监管以及增强意识，以保护消费者的合法权益。

Abstract: The rapid development of internet technology and the widespread popularity of live streaming platforms have transformed consumer behavior, with live streaming e-commerce emerging as a significant branch of the e-commerce industry. Live streaming e-commerce refers to the transaction activities of selling goods or providing services through online live broadcasting. It has distinctive features, such as non-direct contact, delay, trust and influence sources, and the interval nature of returns and exchanges. In terms of participating entities, it mainly includes the host, consumers, and the platform. The types of consumer rights infringements in live streaming e-commerce mainly include false propaganda and misleading marketing, product quality issues and lack of after-sales service, as well as the leakage of consumer personal information and privacy infringement. In response, it is necessary to strengthen legislation, enhance supervision, and raise awareness.