数字经济中的消费者权益保护研究——以直播带货为例

Research on Consumer Rights Protection in the Digital Economy—A Case Study of Livestreaming Commerce

摘要: 随着数字经济的深入发展，直播带货作为新兴电商模式在激发消费潜力、拓宽销售渠道的同时，也衍生出诸多侵害消费者权益的乱象。本文以直播带货为具体研究对象，从法学视角系统分析其快速发展背后存在的虚假宣传、商品质量隐患、大数据杀熟等突出问题，揭示传统消费者权益保护制度在应对瞬时性、场景化、数据驱动的交易模式时所面临的结构性挑战。研究指出，现有法律规制在主体责任界定、证据规则适用、监管协同机制等方面存在滞后与不足，难以有效回应数字经济背景下消费者知情权、公平交易权等核心权益保障的迫切需求。为此，本文提出应构建以平台责任强化为核心、以多方协同治理为路径的综合规制体系，并通过立法细化行为规范、探索举证责任合理分配等方式，增强法律制度的适应性与执行力，以期在促进业态创新的同时，实现消费者权益的有效保障与数字经济健康发展的双赢目标。

Abstract: With the in-depth development of the digital economy, livestreaming commerce, as an emerging e-commerce model, has stimulated consumption potential and broadened sales channels. However, it has also given rise to various malpractices that infringe upon consumer rights. Taking livestreaming commerce as the specific research object, this paper systematically analyzes, from a legal perspective, prominent issues behind its rapid development, such as false advertising, hidden product quality risks, and big data-enabled price discrimination. It reveals the structural challenges faced by traditional consumer protection systems when dealing with instantaneous, contextualized, and data-driven transaction models. The study points out that existing legal regulations exhibit lag and deficiencies in areas like defining liability subjects, applying evidence rules, and establishing collaborative regulatory mechanisms, making it difficult to effectively address the urgent need to protect core consumer rights, such as the right to know and the right to fair trade, in the context of the digital economy. Therefore, this paper proposes constructing a comprehensive regulatory framework centered on strengthening platform accountability and guided by multi-stakeholder collaborative governance. It also suggests refining behavioral norms through legislation and exploring the reasonable allocation of the burden of proof to enhance the adaptability and enforcement of the legal system. The aim is to achieve a win-win goal of effectively safeguarding consumer rights while promoting business model innovation and the healthy development of the digital economy.