电商领域新型诈骗犯罪研究：以“直播带货”陷阱为视角

Research on New Types of Fraud Crimes in the E-Commerce Field: From the Perspective of “Live-Streaming Sales” Traps

摘要: 本文以直播带货陷阱为切入点，研究电商领域新型诈骗犯罪。首先界定直播带货与电商领域新型诈骗的内涵，前者是主播实时展示讲解商品的新型商业模式，后者是依托电商平台非法占有财物的行为，并梳理了国内外研究现状。接着分析直播带货诈骗的三大具体陷阱：直播卖假货类、价格欺诈类、网络刷单类。随后指出司法认定困境，包括主体身份复杂、行为定性困难、受害者分布广致使取证难等。最后从强化平台监管、商家把控主播与产品质量、提升消费者维权能力、加强跨部门协作、完善法律法规五方面提出治理对策，旨在从源头上为规制电商直播、保护消费者权益提供参考。

Abstract: This paper studies new types of fraud crimes in the e-commerce field from the perspective of live-streaming sales traps: First, define the connotations of live-streaming sales and the new type of online fraud in the e-commerce field. The former is a new business model where live-streamers display and explain products in real time, while the latter is the illegal possession of property relying on e-commerce platforms, covering four types of behaviors such as false advertising. Second, sort out the current research status at home and abroad. Next, let’s analyze the three specific traps of live-streaming e-commerce fraud: live-streaming sales of counterfeit goods, price fraud, and online order rigging. Subsequently, it was pointed out that there are difficulties in judicial determination, including the complexity of the subject’s identity, the difficulty in characterizing the behavior, and the wide distribution of victims making it hard to obtain evidence. Finally, governance countermeasures are proposed from five aspects: strengthening platform supervision, merchants’ control over the quality of live-streaming hosts and products, enhancing consumers’ rights protection capabilities, strengthening cross-departmental collaboration, and improving laws and regulations, aiming to provide references for regulating e-commerce live-streaming and protecting consumers’ rights and interests.