电商经济背景下带货主播的民事责任区分

Distinction of Civil Liability of Live-Streaming Hosts in the Context of E-Commerce Economy

摘要: 在当前电商经济蓬勃发展的时代背景下，物物交换的商业交易网络中也逐渐衍生出了新型的销售模式——直播带货。直播带货是指民事主体通过直播平台展示商品，通过网络媒介与购买者互动的商品销售活动，这一方式解决了销售者通过网络购物无法直观展示商品的弊端，即时互动的模式又增加了销售效率与购买者体验乐趣，是近年来兴起的新型营销方式，具有巨大的商业潜力。但同时，与传统销售行业相比，商业框架的复杂性和主体的多样性又增加了法律风险，本文将从电商经济下的带货主播的主体地位出发，探讨带货主播这一关键主体的不同类别与性质以及当前直播销售行业存在的问题，从而对其进行民事法律责任区分。

Abstract: In the current era of booming e-commerce economy, a new sales model—live streaming commerce—has gradually emerged in the barter-based commercial transaction network. Live streaming commerce refers to the commodity sales activity where civil subjects display products through live streaming platforms and interact with buyers via online media. This method solves the drawback that sellers cannot intuitively display goods through online shopping, and the real-time interaction model increases sales efficiency and buyers’ experience pleasure. It is a new marketing method that has emerged in recent years and has huge commercial potential. However, compared with the traditional sales industry, the complexity of the commercial framework and the diversity of subjects have increased legal risks. This paper will start from the subject status of live streaming hosts in the e-commerce economy, explore the different categories and natures of these key subjects as well as the existing problems in the current live streaming sales industry, so as to distinguish their civil legal liabilities.