直播带货模式下消费者权益保护研究

Research on Protecting Consumers’ Rights and Interests in Live Streaming E-Commerce Model

摘要: 直播带货作为一种新兴的电商模式，为国内经济的发展注入了新的活力，但是任何事物都具有双面性，直播带货也给消费者带来了维权困难等问题。具体体现为我国目前相关法律法规规定较为滞后，缺乏相应的配套监管制度，尚不能有效地保护消费者在直播带货中的合法权益。健全消费者合法权益的保护才能推动直播带货这个新兴行业的可持续健康发展，因此，健全相关法律制度、加强政府监管和行业自律、提升消费者的维权意识是当下急需解决的重要问题。

Abstract: Live streaming e-commerce, as a new e-commerce model, has injected new vitality into the domestic economy. However, as with any phenomenon, live streaming e-commerce also brings problems for consumers in terms of rights protection. Specifically, the current relevant laws and regulations in China are relatively outdated, lacking corresponding supervisory systems, and are unable to effectively protect the legitimate rights and interests of consumers in live streaming e-commerce. Only by strengthening the protection of consumers’ legitimate rights and interests can live streaming e-commerce, this emerging industry, be sustainably and healthily developed. Therefore, it is an urgent task to establish relevant legal systems, strengthen government supervision and industry self-discipline, and enhance consumers’ rights protection awareness.