电商直播带货背景下消费者权益保护问题研究

Research on Consumer Rights Protection Issues in the Context of E-Commerce Live-Streaming Sales

摘要: 随着互联网经济发展，电商直播带货成为新兴营销模式的典型代表。在该模式下，主播、平台、商家、消费者等多元主体互动频繁，但是现有的法律体系与监管机制未能完全适配这一创新营销模式，存在漏洞与监管盲区。消费者面临着虚假宣传、商品质量不达标、售后服务不到位等问题，这直接导致消费者权益受损风险上升。此外，因直播带货涉及复杂的商业流程，纠纷发生时消费者常面临举证困难、维权周期长等挑战。为此，针对法律与监管的滞后性，需要从主播自律、平台审核、政府监管强化、法律惩戒升级等多维度入手，制定有效的监管措施，切实保障消费者在电商直播经济中的合法权益。

Abstract: With the rapid development of the Internet economy, e-commerce live-streaming sales have emerged as a representative form of new marketing models. In this model, anchors, platforms, merchants, and consumers interact frequently, yet the existing legal framework and regulatory mechanisms have not fully adapted to its innovative features, resulting in gaps and regulatory blind spots. Consumers often face problems such as misleading promotions, substandard product quality, and inadequate after-sales services, all of which increase the risk of consumer rights being harmed. Moreover, given the complexity of commercial processes involved in e-commerce live-streaming sales, consumers frequently encounter difficulties in producing evidence and experience prolonged rights-protection procedures when disputes arise. Therefore, to address the lag in legal and regulatory responses, effective governance must be developed through multiple dimensions, including strengthened self-discipline by anchors, stricter platform review obligations, enhanced governmental oversight, and upgraded legal sanctions, so as to genuinely safeguard consumers’ legitimate rights and interests in the e-commerce live-streaming economy.