数字时代消费者权益保护的制度创新——以社交电商和直播带货为样本

Institutional Innovation in Consumer Rights Protection in the Digital Era—A Case Study of Social E-Commerce and Live Streaming Sales

摘要: 社交电商与直播带货的兴起重构了商业逻辑，也使传统消费者权益保护制度面临主体识别困难、信息不对称加剧、证据固定障碍等系统性挑战。这些困境实质上是工业时代以“经营者–消费者”二元划分为基础的制度范式，在数字时代平台经济结构中的“制度失灵”。2025年以来出台的《直播电商监督管理办法》等新规，从责任分配、技术治理、平台规则、协同共治四个维度进行制度创新，体现了从“应对式监管”向“适应性治理”的范式转型。研究表明，我国监管探索通过“划红线、立规矩”构建全链条治理体系，为数字时代消费者权益保障提供了有益经验。

Abstract: The rise of social e-commerce and live streaming sales has reshaped business logic, but also poses systemic challenges to traditional consumer rights protection systems, including difficulties in subject identification, exacerbated information asymmetry, and obstacles in evidence fixation. These dilemmas essentially represent “institutional failure” of the industrial-era paradigm based on the “operator-consumer” dichotomy when confronted with the platform economy structure in the digital era. New regulations introduced since 2025, such as the “Measures for the Supervision and Administration of Live Streaming E-commerce”, have carried out institutional innovations from four dimensions: responsibility allocation, technological governance, platform rules, and collaborative governance, reflecting a paradigm shift from “reactive supervision” to “adaptive governance”. Research shows that China’s regulatory exploration constructs a whole-chain governance system by “drawing red lines and establishing rules”, providing valuable experience for consumer rights protection in the digital era.