直播带货营销模式的法律责任研究

Research on Legal Liability in Live Streaming Commerce Marketing Model

摘要: 直播带货作为一种融合电子商务、社交互动与娱乐传播的新型营销模式，近年来呈现爆发式增长。其爆发式增长在激活消费潜能的同时，也引发了诸如虚假宣传、产品质量等问题。本文先剖析直播带货的概念、特点与主要模式，进而深入探究主播、商家、直播平台在不同情形下的法律责任。同时分析当前法律规制存在的问题，进而提出健全法律法规体系、明确多方主体责任边界、加强监管与惩戒力度等措施，以促进直播带货行业的健康有序发展和维护各方的合法权益。

Abstract: As a novel marketing model integrating e-commerce, social interaction, and entertainment dissemination, live streaming commerce has experienced explosive growth in recent years. While stimulating consumption potential, this surge has concurrently triggered issues such as false advertising and product quality concerns. This paper first analyzes the conceptual framework, characteristics, and primary modes of live streaming commerce. It then delves into the legal liabilities of anchors, merchants, and streaming platforms under various scenarios. Furthermore, the study examines existing deficiencies in current legal regulations and proposes countermeasures, including refining the legal framework, clarifying responsibility boundaries for multiple stakeholders, and enhancing regulatory oversight and penalties. These measures aim to foster the healthy and orderly development of the live streaming commerce industry while safeguarding the legitimate rights and interests of all parties involved.