电商直播带货中的消费者权益保护法律问题研究

A Study on Legal Issues Concerning Consumer Rights Protection in E-Commerce Live Streaming Commerce

摘要: 电商直播带货作为数字经济时代的新兴商业模式，凭借即时互动性、流量聚合性快速渗透消费市场，但也因主体多元、交易即时性等特征，导致消费者知情权、安全权、求偿权等权益受损问题频发。本文聚焦电商直播带货场景下消费者权益保护的法律困境，通过梳理权益受损的典型表现，结合规范分析与案例研究，深入剖析主体法律地位模糊、责任划分不清、监管机制滞后、纠纷解决低效等核心法律问题。同时，借鉴域外网络营销权益保护的制度经验，从明确主体权责、完善法律规范、强化全链条监管、健全纠纷解决机制等方面，提出适配我国电商直播生态的消费者权益保护法律完善路径，为规范行业发展、保障消费安全提供理论参考。

Abstract: As an emerging business model in the era of digital economy, e-commerce live streaming commerce has quickly penetrated the consumer market with its real-time interactivity and traffic aggregation. However, due to its characteristics such as diverse subjects and real-time transactions, problems of damaged consumer rights—such as the right to know, the right to safety, and the right to claim compensation—occur frequently. This paper focuses on the legal dilemmas of consumer rights protection in the context of e-commerce live streaming commerce. By sorting out typical manifestations of rights infringement (e.g., false advertising, evasion of liability by responsible subjects, and lack of evidence for rights protection) and combining normative analysis with case studies, it deeply analyzes core legal issues, including ambiguous legal status of subjects, unclear division of responsibilities, lagging regulatory mechanisms, and inefficient dispute resolution. Meanwhile, drawing on the institutional experience of online marketing rights protection from abroad, this paper proposes a path to improve the legal system for consumer rights protection adapted to China’s e-commerce live streaming ecosystem, covering aspects such as clarifying the rights and responsibilities of subjects, improving legal norms, strengthening full-chain supervision, and optimizing dispute resolution mechanisms. It aims to provide a theoretical reference for regulating industrial development and ensuring consumption safety.