社交电商平台“注意义务”的边界研究——以直播带货为例

Research on the Boundaries of Social E-Commerce Platforms’ “Duty of Care”—A Case Study of Live Streaming E-Commerce

摘要: 随着数字经济的快速发展，以直播带货为代表的社交电商平台已成为主流商业模式。然而，平台深度介入交易流程引发了法律责任问题，特别是“注意义务”的边界认定。本文以直播带货为例，探讨平台从“技术中介”向“生态主导者”转型后，其注意义务的法理基础、规范构成及司法实践。通过分析事前审核、算法推荐、付费推广和事后处置等场景中的典型案例，提炼出平台控制程度、经济利益、风险特性及技术可行性等界定标准。研究发现，平台应承担与能力相匹配的主动管理责任，并提出分类分级管理、技术治理、行业自律及监管指导等完善建议。最终，旨在平衡技术创新与消费者权益保护，促进平台经济可持续发展。

Abstract: With the rapid development of the digital economy, social e-commerce platforms, represented by live streaming e-commerce, have become a mainstream business model. However, the deep involvement of platforms in the transaction process has raised issues of legal liability, particularly concerning the determination of the boundaries of the “duty of care”. Using live streaming e-commerce as a case study, this paper explores the jurisprudential basis, normative composition, and judicial practice of platforms’ duty of care following their transformation from “technical intermediaries” to “ecosystem orchestrators”. By analyzing typical cases across scenarios such as ex-ante review, algorithmic recommendation, paid promotion, and ex-post disposal, this study extracts defining criteria including the platform’s degree of control, economic benefits, risk characteristics, and technical feasibility. The research finds that platforms should bear proactive management responsibilities commensurate with their capabilities. Furthermore, it proposes recommendations for improvement, including categorized and tiered management, technical governance, industry self-regulation, and regulatory guidance. Ultimately, the study aims to balance technological innovation with consumer rights protection, thereby fostering the sustainable development of the platform economy.