网络直播营销中消费者权益保障研究

Research on the Protection of Consumer Rights in Online Live Streaming Marketing

摘要: 网络直播营销作为数字经济和平台经济催生的新兴电商模式，凭借其强互动性、高传播效率与直观的商品展示方式，迅速成为重要的销售渠道。然而，该模式在快速发展的同时，也暴露出虚假宣传、产品质量不一、售后保障缺失等问题，严重侵害了消费者的知情权、选择权等合法权益。尽管《消费者权益保护法》《电子商务法》《广告法》等现有法律在一定程度上为消费者提供了保护，但在应对直播营销特有的复杂场景时仍显不足。通过分析网络直播营销中消费者权益受损的主要表现形式，指出其在主体法律定性模糊、连带责任追究困难、行政监管缺位及法律法规冲突等方面存在的问题，并据此提出应明确各主体法律责任、构建多元协同监管体系、完善消费者维权救济机制等法律完善路径，以促进网络直播营销环境的公平、透明与安全。

Abstract: As a new e-commerce model spawned by the digital economy and platform economy, live streaming marketing has quickly become an important sales channel thanks to its strong interactivity, high dissemination efficiency, and intuitive product display methods. However, this model, while rapidly developing, also exposes problems such as false advertising, inconsistent product quality, and lack of after-sales support, seriously infringing on consumers’ rights to be informed and to choose. Although existing laws such as the “Consumer Rights Protection Law”, “E-commerce Law”, and “Advertising Law” provide some level of protection for consumers, they are still insufficient when faced with the unique and complex scenarios of live streaming marketing. By analyzing the main manifestations of consumer rights infringement in live streaming marketing, this paper points out issues such as ambiguous legal qualifications of the subjects, difficulties in joint liability investigations, lack of administrative oversight, and conflicts between laws and regulations. Based on this, it proposes the need to clarify the legal responsibilities of all parties, establish a multi-faceted collaborative regulatory system, and improve consumer rights protection and redress mechanisms, in order to promote a fair, transparent, and safe environment for live streaming marketing.