直播电商营销中消费者权益的法律规制研究

Research on Legal Regulation of Consumer Rights in Live-Streaming E-Commerce Marketing

摘要: 在数字经济快速发展的时代背景下，直播电商凭借其与传统零售相比所具有的独特优势，成为了推动电子商务发展的重要支撑力量。“直播带货”这一新型商业模式在突破传统交易时空限制的同时，也引发了一系列消费者权益受损的现实问题。本文围绕直播营销过程中的问题，立足于电商经济活动中存在的法律规制困境，引入“守门人”理论构建分析视角，深入分析直播营销过程中消费者相关权益遭受侵害的具体表现，提出兼具针对性与可行性的法律规制路径，厘清直播电商领域中各方主体的权利义务关系，填补法律监管空白，既为消费者权益提供全链条保障，也为直播电商行业的规范化发展划定法治边界，推动实现市场秩序维护与行业创新活力的动态平衡。

Abstract: Against the backdrop of rapid digital economic development, live-streaming e-commerce has emerged as a crucial driving force in the growth of e-commerce, leveraging its unique advantages compared to traditional retail. The novel business model of “live-streaming sales” not only breaks through the temporal and spatial constraints of conventional transactions but also raises a series of practical issues concerning consumer rights protection. This paper focuses on problems in live-streaming marketing, grounded in the legal regulatory challenges within e-commerce economic activities. By introducing the “gatekeeper” theory as an analytical framework, it conducts an in-depth examination of the specific manifestations of consumer rights violations in live-streaming marketing processes. The study proposes targeted and feasible legal regulatory pathways, clarifies the rights and obligations of various stakeholders in the live-streaming e-commerce sector, fills gaps in legal oversight, and provides comprehensive consumer rights protection while delineating the legal boundaries for the standardized development of the live-streaming e-commerce industry. This approach aims to achieve a dynamic balance between market order maintenance and industry innovation vitality.