“直播带货”模式下消费者权益保护的法律规制研究

Research on the Legal Regulation of the Protection of Consumers’ Rights and Interests under the Mode of “Live Streaming E-Commerce”

摘要: 本文聚焦于“直播带货”模式下消费者权益保护的法律规制问题。详细剖析该模式的特点、发展现状，深入探讨消费者在其中遭遇的各类权益侵害情形，全面审视现行法律在保护消费者权益方面存在的不足，进而提出一系列具有针对性和可操作性的法律规制建议。旨在完善相关法律体系，切实维护消费者的合法权益，推动“直播带货”行业的健康、可持续发展。

Abstract: This paper focuses on the legal regulation issues regarding the protection of consumers’ rights and interests in the context of the “live streaming e-commerce” model. It analyzes in detail the characteristics and development status of this model, delves into various situations of rights and interests infringement encountered by consumers, comprehensively examines the deficiencies of current laws in protecting consumers’ rights and interests, and then puts forward a series of targeted and practical legal regulation suggestions. The aim is to improve the relevant legal system, effectively safeguard the legitimate rights and interests of consumers, and promote the healthy and sustainable development of the “live streaming e-commerce” industry.