直播带货法律体系的三维解构与协同共治路径研究

Study on the Three-Dimensional Deconstruction of the Legal System of Live Streaming Bandwagon and the Path of Collaborative Co-Governance

摘要: 直播带货业态的飞速发展催生出多重法律挑战，其法律体系在主体、行为与客体的三维框架下呈现结构性矛盾。主体维度中，主播兼具销售商、广告主与创作者三重身份，平台则融合网络服务提供者与电子商务经营者双重角色，导致责任竞合与穿透障碍。行为层面，智能算法突破个人信息收集的法定边界，通过用户画像与推荐机制引发社会认知分化，形成技术权力对法律原则的实质性架空。客体领域，虚拟主播的知识产权保护受限于《专利法》对实体载体的依附性要求，而《反不正当竞争法》难以应对虚拟形象跨平台混淆难题。现行法律体系面临身份混同、算法透明度虚置、专利认定滞后等制度性困境。

Abstract: The rapid development of the live streaming industry has given rise to multiple legal challenges, and its legal system presents structural contradictions under the three-dimensional framework of subject, behavior and object. In the subject dimension, the anchor has the triple identity of seller, advertiser and creator, while the platform integrates the dual roles of network service provider and e-commerce operator, resulting in competing responsibilities and penetration barriers. At the behavioral level, intelligent algorithms have broken through the legal boundaries of personal information collection, triggered social cognitive differentiation through user profiling and recommendation mechanisms, and formed a substantial hollowing out of legal principles by technological power. At the object level, the protection of intellectual property rights of virtual anchors is limited by the Patent Law’s requirement of attachment to physical carriers, while the Anti-Unfair Competition Law is difficult to deal with the problem of cross-platform confusion of virtual images. The current legal system faces institutional dilemmas such as identity conflation, algorithmic transparency hypostasis, and lagging patent recognition.