数字经济时代下农村电商直播发展法律问题研究

Research on Legal Issues of Rural E-Commerce Live Broadcasting in the Era of Digital Economy

摘要: 在数字经济时代背景和政府政策的支持双驱并驾下，农村电商发展呈现持续上升的状态，特别是电商直播的发展，为农业产品提供新型营销方式，并提高了销量，极大地助力了农民增收。但是农村电商直播发展过程中的法律问题也日渐凸显，严重阻碍了农村电商直播经济的发展，本文分析了农村电商直播中消费者权益易受损、带货主播入行标准低、监督机制不完善等法律问题，提出增加消费者权益的保护和救济方式、立法完善农村带货主播的入行标准、健全农村电商直播监督机制的完善对策，进一步来保障农产品电商市场的蓬勃发展态势，全面助力乡村产业振兴建设。

Abstract: Amid the dual drivers of the digital economy era and government policy support, rural e-commerce has experienced sustained growth. The rise of live-streaming e-commerce has introduced innovative marketing methods for agricultural products, significantly boosting sales and substantially increasing farmers’ incomes. However, legal challenges in rural e-commerce live-streaming have become increasingly prominent, severely hindering the development of this economic model. This paper analyzes key legal issues including vulnerable consumer rights, low entry barriers for livestreaming hosts, and inadequate regulatory mechanisms. It proposes concrete solutions: enhancing consumer protection measures, improving industry standards for rural livestreaming hosts, and strengthening oversight mechanisms. These measures aim to safeguard the thriving e-commerce market for agricultural products and comprehensively support rural industrial revitalization.