直播电商中消费者权益保护的法律规制研究

Research on the Legal Regulation of Consumer Rights and Interests Protection in Live Streaming E-Commerce

摘要: 本文聚焦直播电商场景下的消费者权益保护问题，通过解构“商家–MCN–主播–平台–消费者”的多元法律关系，揭示出信息不对称、售后维权困难、个人信息泄露等权益受损的制度性成因。研究发现：现行《消费者权益保护法》在应对直播购物的即时性缔约、虚拟性履约时存在规则适配不足，平台责任边界模糊与跨境监管缺失进一步加剧了权益救济障碍。基于对美国FTC行为监管、欧盟DSA平台责任规则及日本行业自律模式的比较分析，提出包括在《电子商务法》中增设直播电商专章，明确主播信息披露义务与平台实时审核责任，通过区块链存证技术实现消费证据的不可篡改固化等一系列具体建议。研究表明，唯有通过立法细化、监管创新、技术赋能与行业自律的协同发力，才能破解直播电商中消费者权益保护的现实困境。

Abstract: This paper focuses on the protection of consumer rights and interests in the scenario of live streaming e-commerce, and reveals the institutional causes of damage to rights and interests, such as information asymmetry, difficulty in protecting rights after sale, and personal information leakage, by deconstructing the multiple legal relationships of “merchant-MCN-anchor-platform-consumer”. The results show that the current Consumer Rights and Interests Protection Law has insufficient rule adaptation in dealing with the immediacy and virtual performance of live shopping, and the ambiguity of the platform liability boundary and the lack of cross-border supervision further aggravate the obstacles to rights and interests relief. Based on the comparative analysis of the behavior supervision of the FTC in the United States, the DSA platform liability rules in the European Union, and the self-discipline model of the Japanese industry, this paper puts forward a series of specific suggestions, including adding a special chapter on live streaming e-commerce in the E-commerce Law, clarifying the information disclosure obligations of anchors and the real-time review responsibilities of platforms, and realizing the non-tampering solidification of consumer evidence through blockchain evidence preservation technology. The research shows that only through the synergy of legislative refinement, regulatory innovation, technology empowerment and industry self-discipline can we solve the practical dilemma of consumer rights protection in live streaming e-commerce.