电商直播带货模式下消费者权益保护的法治困境与体系构建

The Legal Dilemma and System Construction of Consumer Rights Protection under the E-Commerce Live Streaming Model

摘要: 直播带货作为驱动电商经济发展的新引擎，在激发消费潜力、重塑销售业态的同时，其固有的即时性、隐蔽性等特征也引发了虚假宣传、伪劣商品、救济保障等一系列消费者权益保护的新问题。本研究在剖析直播带货中消费者权利损害以及保障困境下，主张通过明确各方主体责任、构建多元维权体系等，将消费者权益保护内嵌于直播经济中，为直播带货从“流量繁荣”迈向“信任繁荣”提供根本性支撑，从而促进电商经济实现高质量发展。

Abstract: As a new engine driving the development of the e-commerce economy, while stimulating consumption potential and reshaping sales formats, its inherent immediacy and concealment have also triggered a series of new problems in consumer rights protection, such as false propaganda, counterfeit and shoddy goods, and relief guarantees. This study analyzes the damage to consumer rights and the dilemma of protection in live streaming, and advocates embedding consumer rights protection into the live broadcast economy by clarifying the main responsibilities of all parties and building a diversified rights protection system, so as to provide fundamental support for live streaming from “traffic prosperity” to “trust prosperity”, so as to promote the high-quality development of the e-commerce economy.