乡村振兴背景下农产品电商直播带货的责任机制研究

Research on the Responsibility Mechanism of Live Streaming Carrying of Agricultural Product E-Commerce in the Context of Rural Revitalization

摘要: 在乡村振兴战略深入推进背景下，农产品电商直播带货作为连接小农户与大市场的新兴业态，为农村经济发展注入了强劲动力。然而，当前农产品直播带货领域存在产品质量参差不齐、虚假宣传、售后保障缺失等问题，暴露出责任主体模糊、责任边界不清、监管机制不完善等深层次矛盾。本文通过系统分析乡村振兴背景下农产品电商直播带货的责任主体构成及责任缺失现状，并探究责任缺失的原因，构建多主体协同的责任机制，旨在为规范农产品电商直播带货行业发展、保障消费者权益、推动乡村产业振兴提供理论参考和实践路径。

Abstract: In the context of the in-depth promotion of the rural revitalization strategy, agricultural products e-commerce live streaming with goods, as an emerging industry connecting small farmers with the big market, has injected a strong impetus for the development of rural economy. However, there are problems such as uneven product quality, false propaganda, and lack of after-sale protection in the current field of agricultural products live streaming with goods, exposing deep-rooted contradictions such as ambiguous responsibility subjects, unclear responsibility boundaries, and imperfect regulatory mechanisms. This paper systematically analyzes the composition of the responsible subject and the current situation of the lack of responsibility of the agricultural e-commerce live streaming with goods in the context of rural revitalization, explores the deeper reasons for the lack of responsibility, and builds the framework of the responsibility mechanism of multi-body synergy. It aims to provide theoretical references and practical paths for regulating the development of agricultural products e-commerce live streaming industry, safeguarding consumer’s rights and interests, and promoting the revitalization of rural industry.