电商平台直播带货模式下消费者权益保护的规制路径研究

Study on the Regulatory Paths for the Protection of Consumers’ Rights and Interests under the Live Streaming Commerce Model on E-Commerce Platforms

摘要: 近年来，电商直播带货商业模式实现爆发式增长，但其多主体参与、强交互性、即时性的特征，导致消费者知情权、公平交易权、安全保障权等权益受损问题日益凸显。本文结合《中华人民共和国消费者权益保护法实施条例》等最新立法动态，通过分析直播带货中权利侵害的表现形式与法理根源，提出应构建法律规范精细化、监管机制协同化、权利救济多元化的系统性规制路径，为数字经济时代消费者权益保护提供法学解决方案。

Abstract: In recent years, the e-commerce live streaming business model has achieved explosive growth. However, its characteristics of multi-subject participation, strong interactivity, and instantaneity have led to the increasing prominence of issues such as infringements on consumers’ right to obtain true information, right to fair dealing, and right to safety and security. Combined with the latest legislative developments including the Regulation on the Implementation of the Law of the People’s Republic of China on the Protection of Consumer Rights and Interests, this paper analyzes the manifestations and juridical/legal roots of rights infringements in live streaming commerce. It proposes a systemic regulatory framework featuring refined legal norms, coordinated supervision mechanisms, and diversified legal remedies, aiming to provide a jurisprudential solution for the protection of consumers’ rights and interests in the digital economy era.