论直播电商中消费者知情权与选择权的民法保护机制

On the Civil Law Protection Mechanism of Consumers’ Right to Know and Right to Choose in Live-Streaming E-Commerce

摘要: 直播电商的迅猛发展在重塑消费模式的同时，也对传统民法框架下的消费者知情权与选择权构成了系统性挑战。信息传递的瞬时性、营销诱导的强效性以及责任主体的模糊性，共同加剧了消费者意思表示失真的风险。本文从民法视角出发，系统剖析了权利受侵害的深层成因，包括主体多元导致责任模糊、销售与广告属性混同引发法律适用困境，以及平台算法权力与审查义务不匹配。为应对挑战，需构建全链条、多层次的民法保护机制。通过建立穿透式信息披露机制以夯实知情权，借助冷静期延伸与合同解释规则调整以捍卫选择权，并以责任扩张为核心强化民事救济。这些机制旨在穿透复杂的商业表象，回归民法意思自治与公平诚信的基本原则，为数字时代的消费者构筑更为坚实、可操作的私法权利屏障。

Abstract: The rapid development of live-streaming e-commerce is reshaping the consumption model, while also posing systematic challenges to the consumer’s right to know and choice under the traditional civil law framework. The instantaneous nature of information transmission, the powerful marketing inducement, and the ambiguity of liability subjects have jointly increased the risk of distortion in consumers’ expressions of intent. From a civil law perspective, this paper systematically analyzes the deep-seated causes of rights infringement, including the ambiguity of liability due to the multiplicity of subjects, the legal application predicament caused by the confusion of sales and advertising attributes, and the mismatch between platform algorithm power and review obligations. To address these challenges, a comprehensive and multi-level civil law protection mechanism needs to be established. By establishing a penetrating information disclosure mechanism to solidify the right to know, leveraging the extension of the cooling-off period and adjustments to contract interpretation rules to defend the right to choose, and centering on liability expansion to strengthen civil remedies. These mechanisms aim to penetrate the complex commercial appearance and return to the basic principles of civil law’s autonomy of will and fairness and honesty, thereby building a more solid and operational private law rights barrier for consumers in the digital era.