跨境直播中消费者公平交易权保护研究

Research on the Protection of Consumers’ Fair Trading Rights in Cross-Border Live-Streaming

摘要: 随着跨境直播电商迅猛发展，消费者公平交易权受损问题日益凸显，虚假宣传与格式条款是主要诱因。研究发现，虚假宣传表现为跨境身份造假、功效夸大、资质虚构，通过“伪跨境场景”剥夺消费者知情权，格式条款则以“特殊商品”为由限制退货、模糊责任划分、隐瞒关键信息，形成维权障碍。其成因涉及监管协同不足、平台审核宽松、商家逐利违规、消费者能力薄弱。对此，论文提出四维保护路径，监管层面明确职责分工、创新技术手段、加强国际合作；平台层面严格审核机制、落实监管责任、完善投诉渠道；商家层面强化诚信教育与合规管理；消费者层面加强教育、建立援助机制、鼓励监督参与。本研究旨在为完善跨境直播电商消费者权益保护体系提供理论参考，推动行业规范发展，保障消费者公平交易权益。

Abstract: With the rapid development of cross-border live-streaming e-commerce, the issue of consumers’ fair trading rights being infringed upon has become increasingly prominent. False promotion and standard terms are the main causes. Research has found that false promotion manifests as fake cross-border identities, exaggerated efficacy, and fabricated qualifications, and through “pseudo cross-border scenarios”, it deprives consumers of their right to know; standard terms, under the pretext of “special goods”, restrict returns, blurliability division, and conceal key information, creating obstacles to rights protection. The causes involve insufficient regulatory coordination, lax platform review, merchants’ pursuit of profit and violation of regulations, and consumers’ weak capabilities. In response to this, the paper proposes four-dimensional protection paths: at the regulatory level, clarify responsibilities and divisions, innovate technical means, and strengthen international cooperation; at the platform level, strictly implement review mechanisms, fulfill regulatory responsibilities, and improve complaint channels; at the merchant level, strengthen integrity education and compliance management; at the consumer level, enhance education, establish assistance mechanisms, and encourage participation in supervision. The aim is to provide theoretical references for improving the consumer rights protection system for cross-border live-streaming e-commerce, promoting the standardized development of the industry, and safe guarding consumers’ fair trading rights.