消费者权益保护视角下对电商主播的民事责任研究

A Study on the Civil Liability of E-Commerce Streamers from the Perspective of Consumer Rights Protection

摘要: 在全民网购时代，电商用户规模庞大，直播成为消费者购物的重要渠道。主播通过实时互动与专业展示显著影响消费决策，为商家和平台带来巨大收益，但也衍生出诸多侵害消费者权益的问题，如虚假夸大宣传、产品质量失控及售后保障缺失等。这些乱象不仅损害消费者知情权与公平交易权，更制约直播行业健康发展。直播带货涉及多重主体，法律关系中主播的角色复杂多样，可能同时具有销售者、广告代言人或广告经营者等不同法律地位，需承担相应民事责任。然而，当前消费者面临举证困难、归责原则适用争议及维权机制不完善等困境。为此，需明确主播的过错推定归责原则，建立主播准入与信用评价机制，并完善在线纠纷解决渠道，构建第三方监管机制，以平衡各方权益，推动直播电商行业可持续、规范化发展。

Abstract: In the era of universal online shopping, the scale of e-commerce users is huge, and live streaming has become an important channel for consumers to make purchases. Through real-time interaction and professional product demonstrations, live-streaming hosts significantly influence purchasing decisions, generating substantial profits for merchants and platforms. However, this phenomenon has also spawned numerous issues infringing upon consumer rights, such as false advertising, product defects, and inadequate after-sales support. These malpractices not only undermine consumers’ rights to information and fair transactions but also hinder the industry’s healthy development. Live-streamed sales involve multiple parties, with hosts occupying complex and diverse roles within legal relationships. They may simultaneously hold different legal statuses—such as seller, advertising endorser, or advertising operator—and must bear corresponding civil liabilities. However, consumers currently face challenges including evidentiary difficulties, disputes over the application of liability principles, and inadequate rights protection mechanisms. To address this, it is necessary to establish a presumption of fault liability for hosts, create host entry and credit evaluation mechanisms, improve online dispute resolution channels and establish a third-party supervision mechanism. These measures will balance the interests of all parties and promote the sustainable and standardized development of the live-streaming e-commerce industry.