网络直播电商中MCN机构法律责任界定研究

Study on the Definition of Legal Liability of MCN Institutions in Live-Streaming E-Commerce

摘要: 随着互联网技术与电子商务的深度融合，网络直播电商已成为数字经济的重要组成部分，而MCN (多频道网络)机构作为连接主播、平台与品牌方的核心枢纽，其法律责任界定问题日益凸显。本文以网络直播电商业态为研究场景，结合司法实践案例与现有法律规范，引入经济分析法学与社会法学理论，系统分析MCN机构在不同运营模式下的法律地位，重点围绕劳动关系认定、消费者权益保护、广告合规等维度，厘清MCN机构的民事责任、行政责任与刑事责任边界。研究发现，MCN机构的法律责任需结合其业务实质综合判定，本文将针对当前法律规制的滞后性与行业实践的复杂性，提出完善立法、强化平台协同监管、构建行业自律机制的建议，为网络直播电商行业的合规发展提供法律参考。

Abstract: With the in-depth integration of Internet technology and e-commerce, live-streaming e-commerce has become a crucial component of the digital economy. As the core hub connecting streamers, platforms, and brand owners, MCN (Multi-Channel Network) institutions are facing an increasingly prominent issue regarding the definition of their legal liability. Taking the live-streaming e-commerce business format as the research context, this paper systematically analyzes the legal status of MCN institutions under different operation models by integrating judicial practice cases and existing legal norms. It focuses on clarifying the boundaries of MCN institutions’ civil liability, administrative liability, and criminal liability from dimensions such as the determination of labor relations, protection of consumers’ rights and interests, and advertising compliance. The study finds that the legal liability of MCN institutions must be comprehensively determined based on the essence of their business operations. Addressing the lag in current legal regulation and the complexity of industry practice, this paper puts forward suggestions including improving legislation, strengthening the collaborative supervision of platforms, and establishing an industry self-regulation mechanism, so as to provide legal references for the compliant development of the live-streaming e-commerce industry.