电商直播模式下消费者权益保护的法律对策研究

Research on Legal Countermeasures for Consumer Rights Protection in the E-Commerce Live Streaming Model

摘要: 近年来，电商直播行业市场规模快速增长，同期消费纠纷投诉举报量也随之增加，形成规模扩张与权益保障失衡的突出矛盾。当前有关电商平台的交易中存在主体责任界定模糊导致多方推诿、监管手段滞后于私域交易、跨境直播等新业态、维权机制面临举证难、执行难等程序性障碍。实践与监管层面虽已提出部分举措，但仍局限于事后追责，未形成与直播场景特征相适配的全流程保护体系。基于此，直播电商消费者权益保护需建立主播、平台、机构之间的连带责任体系，明确各方在信息发布、商品审核、营销规范等环节的义务边界；本文通过系统梳理典型案例，将问题按交易信息、交易安全、事后救济三类区分，构建相应的对策体系，为监管部门提供可操作的治理路径，助力实现行业可持续发展与消费者权益保护的健康长稳发展。

Abstract: In recent years, the market scale of the e-commerce live streaming industry has grown rapidly, while the number of consumer dispute complaints and reports has also increased during the same period, forming a prominent contradiction between scale expansion and imbalanced rights protection. In current transactions involving e-commerce platforms, there exist issues such as ambiguous definition of main responsibilities leading to mutual evasion among multiple parties, regulatory measures lagging behind private domain transactions and new formats like cross-border live streaming, and procedural obstacles such as difficulty in burden of proof and enforcement in rights protection mechanisms. Although some measures have been proposed at the practical and regulatory levels, they are still limited to post-event accountability and have not formed a full-process protection system adapted to the characteristics of live streaming scenarios. Based on this, the protection of consumers’ rights and interests in live streaming e-commerce needs to establish a joint liability system among anchors, platforms, and institutions, clarifying the obligation boundaries of all parties in information release, commodity review, marketing norms and other links. By systematically sorting out typical cases, this paper classifies problems into three categories: transaction information, transaction security, and post-event relief, and constructs a corresponding countermeasure system, providing operable governance paths for regulatory authorities and helping to achieve sustainable industry development and healthy, long-term development of consumer rights protection.