电商直播带货中的消费者权益保护问题研究

Research on Consumer Rights Protection in E-Commerce Livestreaming Sales

摘要: 电商直播带货作为数字经济与电子商务深度融合的新型消费模式，在促进商品流通、激发市场活力的同时，也因主体多元、链条复杂、监管滞后等，存在虚假宣传、质量瑕疵、售后缺位、维权困难等侵害消费者权益的现象。本文立足于消费者权益保护视角，梳理电商直播带货的运营模式与法律关系，剖析实践中侵害消费者合法权益的主要表现与成因，从立法完善、主体责任划分、监管机制创新、纠纷解决渠道优化等方面提出对策建议，旨在构建更加规范、安全、有序的电商直播消费环境，切实维护消费者合法权益，促进直播电商行业健康可持续发展。

Abstract: E-Commerce live streaming sales, as an innovative consumption model resulting from the deep integration of digital economy and e-commerce, has facilitated commodity circulation and stimulated market vitality. However, challenges such as multi-stakeholder involvement, complex supply chains, and regulatory lag have led to consumer rights violations including false advertising, product quality defects, inadequate after-sales services, and difficulties in rights protection. From the perspective of consumer rights protection, this study examines the operational models and legal frameworks of live-streaming commerce, analyzes key manifestations and root causes of consumer rights infringements in practice, and proposes policy recommendations focusing on legislative improvements, clear accountability mechanisms, innovative regulatory approaches, and optimized dispute resolution channels. The objectives are to establish a more standardized, secure, and orderly live-streaming consumption environment, effectively safeguard consumer rights, and promote the healthy and sustainable development of the live-streaming e-commerce industry.