网络直播带货中消费者权益问题研究

Study on Consumer Rights and Interests in Live Webcast Banding

摘要: 直播带货作为电子商务创新新业态的典型代表，有着互动性强、带货能力强的特点，并凭借此优势成为促进我国经济增长的新动力。然而，一方面直播带货给经济发展带来生机，另一方面也出现了许多不良现象，其中主播的虚假宣传、流量造假对消费者权利造成严重侵害。本文聚焦网络直播带货中消费者权益保护问题，探讨了这一新兴营销模式对消费者权益的影响，研究分析了网络直播带货的现状，进一步揭示了直播带货侵害消费者权益的具体表现，包括侵害消费者的知情权、安全权、公平交易权等方面。通过对以上现象成因的分析，从监管机制、平台责任以及消费者维权途径和意识等方面提出了相应的建议。

Abstract: Live streaming with goods as a typical representative of e-commerce innovation and new industry, has the characteristics of strong interactivity and strong ability to bring goods, and by virtue of this advantage has become a new driving force to promote China’s economic growth. However, on the one hand, online live streaming sales bring vitality to economic development, on the other hand, many undesirable phenomena have also appeared, among which the false propaganda of anchors and traffic counterfeiting have caused serious infringement on consumers’ rights. This paper focuses on the protection of consumer rights and interests in online live streaming sales, and discusses the impact of this emerging marketing model on consumer rights and interests. The study focuses on the protection of consumer rights and interests in webcasting with goods, discusses the impact of this emerging marketing model on consumer rights and interests, researches and analyzes the status quo of webcasting with goods, and further reveals the specific manifestations of the infringement of consumer rights and interests by webcasting with goods, including infringement of consumer rights to information, safety, fair trade, and other aspects. Through the analysis of the causes of the above phenomenon, corresponding suggestions are put forward from the aspects of regulatory mechanism, platform responsibility, and consumers’ rights protection channels and awareness.