直播带货中消费者权益保护问题的研究

Research on the Protection of Consumers’ Rights and Interests in Live Streaming Sales

摘要: 随着网络信息技术革新与普及的浪潮席卷社会各行各业，网络直播营销以其全新的经营模式在电子商务行业中独领风骚。网络直播营销蓬勃发展的背后也出现了许多消费者维权问题不断涌现且愈演愈烈。这类消费者权益保护问题成为阻碍网络直播营销健康发展的桎梏。本文立足网络直播营销的生态现状，针对当前网络直播营销过程中消费者维权困难、直播平台监管责任缺失、行业法治意识亟待提升、各主体法律责任界定模糊等典型侵权行为进行梳理，并对其背后深层次的原因进行分析，从明确主体责任、加强监管力度与协同治理、完善纠纷解决机制，健全非诉处理机制等视角提出了解决网络直播营销中消费者权益保护问题的对策。能够促进网络直播营销生态长效稳定可持续发展、有效增强消费者权益保障力度，打造健康有序、公平规范的互联网直播营销市场环境。

Abstract: As the wave of innovation and popularization of network information technology sweeps across all walks of life, online live broadcast marketing leads the e-commerce industry with its brand-new business model. Behind the booming development of online live broadcast marketing, many consumer rights protection issues are emerging and becoming more and more serious. This kind of consumer rights protection issue has become a shackle that hinders the healthy development of online live broadcast marketing. Based on the current ecological status of online live broadcast marketing, this article sorts out typical infringements such as the difficulty in safeguarding consumer rights in the current online live broadcast marketing process, the lack of regulatory responsibilities of live broadcast platforms, the urgent need to improve the industry’s legal awareness, and the vague definition of legal responsibilities of each subject. It also analyzes the deep-seated reasons behind them. It proposes countermeasures to solve the consumer rights protection issues in online live broadcast marketing from the perspectives of clarifying the subject responsibilities, strengthening supervision and collaborative governance, improving the dispute resolution mechanism, and improving the non-litigation handling mechanism. It can promote the long-term, stable and sustainable development of the online live broadcast marketing ecology, effectively enhance the protection of consumer rights and interests, and create a healthy, orderly, fair and standardized Internet live broadcast marketing market environment.