电商直播带货中消费者权益保护研究

Research on Consumer Rights Protection in E-Commerce Live-Streaming

摘要: 数字经济的快速演进推动了一系列新型消费模式的产生，电商直播带货作为其中的代表迅速发展，成为带动消费升级与促进经济增长的重要力量。与传统电子商务相比，电商直播带货能够以其强互动性吸引大量用户，但在商业规模扩张的背景下，不实宣传、数据编造等问题频发，消费者的知情权、公平交易权等权益受到损害。基于上述现实问题，本文从电商直播带货纠纷的典型表现入手，系统分析现有法律体系在适用层面的局限，揭示责任主体难以认定、监管规则缺乏统一性等深层原因。在此基础上提出完善责任划分、强化监管联动与健全救济体系的路径建议，以期为电商直播带货行业的规范运行及消费者权益保护提供制度支持和治理思路。

Abstract: The rapid evolution of the digital economy has spurred the emergence of a variety of new consumption models. Among them, live streaming e-commerce has developed rapidly as a representative form and has become a vital force in driving consumption upgrading and promoting economic growth. Compared with traditional e-commerce, live streaming e-commerce attracts a large number of users through its strong interactivity and effectiveness in content dissemination. However, against the backdrop of expanding commercial scale, issues such as misleading publicity and data fabrication occur frequently, infringing upon consumers’ legitimate rights and interests, including the right to information and the right to fair transaction. In light of these practical issues, this paper begins by examining typical manifestations of disputes in live streaming e-commerce, systematically analyzes the limitations of the existing legal framework in terms of applicability, and reveals underlying challenges such as difficulties in identifying liable entities and the lack of unified regulatory rules. On this basis, the study proposes pathways for improvement, including refining liability allocation, strengthening regulatory coordination, and improving the relief mechanism, with the aim of providing institutional support and governance insights for the standardized operation of the live streaming e-commerce industry and the protection of consumer rights.