直播电商平台的消费者权益保护法律责任研究

Research on the Legal Liability for Consumer Rights Protection on Live-Streaming E-Commerce Platforms

摘要: 直播电商是数字经济的重要组成部分，其快速发展过程中消费者权益保护的法律问题日益突出。基于平台治理和共同规制理论，直播电商平台兼具电子商务平台经营者与网络服务提供者双重身份，需承担审核管理、交易安全保障的直接责任，在特定情形下与商家、主播的连带责任。但当前存在法律适用模糊、监管难度大、消费者维权难等困境。基于平台治理和共同规制理论，对此应从立法细化责任条款、建立专门的监管机构、强化消费者的维权意识等层面完善消费者权益保护体系，为直播电商行业规范发展与消费者权益提供保障。

Abstract: Live-streaming e-commerce is a key component of the digital economy. Its rapid expansion has increasingly exposed legal gaps in consumer-rights protection. Platforms simultaneously act as e-commerce operators and network-service providers, bearing direct duties to verify content, manage risks and safeguard transactions; under specific circumstances they also share joint and several liability with merchants and streamers. Yet ambiguities in legal application, regulatory difficulties and consumers’ arduous access to remedies persist. Based on platform governance and co-regulation theory, this should involve improving the consumer rights protection system by refining legislative responsibility provisions, establishing specialized regulatory agencies, and strengthening consumers’ awareness of their rights, thereby providing safeguards for the standardized development of the live-streaming e-commerce industry and the protection of consumer rights.