网络直播带货主播多元身份的民事责任解构

Civil Liability Deconstruction of Multiple Identities of Online Live Delivery Anchors

摘要: 网络直播带货的兴起，在重塑商品流通范式与消费生态的同时，亦对传统民事法律责任体系的适用性构成了严峻挑战。争议的核心聚焦于带货主播法律身份的多元复合性，其在交易过程中集广告代言人、广告发布者、产品销售者及产品生产者等多重角色于一体，导致司法实践中对其民事责任的认定陷入标准不一之困境。本文旨在通过规范分析与类型化研究方法，系统解构主播在多元商业模式下的法律地位，厘清其与消费者、商家及平台之间交织的法律关系，并在此基础上，提出一套以身份认定为前提、以行为性质为核心的民事责任区分规则。研究认为，明晰主播身份的动态转换路径及其对应的归责原则，是破解当前司法困境、保障消费者权益与促进行业规范发展的关键所在。

Abstract: The rise of live-streaming e-commerce has reshaped commodity circulation paradigms and consumer ecosystems while posing significant challenges to the applicability of traditional civil liability systems. The core controversy centers on the multifaceted legal identity of livestream hosts, who simultaneously assume roles as advertising endorsers, product publishers, sellers, and manufacturers during transactions. This dual identity has led to inconsistent standards for determining their civil liabilities in judicial practice. Through normative analysis and typological research methods, this paper systematically deconstructs livestream hosts’ legal status under diversified business models, clarifies their intricate legal relationships with consumers, merchants, and platforms, and proposes a set of liability differentiation rules based on identity recognition and behavioral characteristics. The study argues that understanding the dynamic transition paths of livestream hosts’ identities and corresponding liability principles is crucial for resolving current judicial dilemmas, protecting consumer rights, and promoting industry standardization.