直播带货中主播的法律地位与责任配置——基于《电子商务法》第9条的教义学展开

The Legal Status and Responsibility Allocation of Live-Streaming Sales Hosts—Based on the Doctrinal Interpretation of Article 9 of the “E-Commerce Law”

摘要: 直播带货中主播的法律地位的模糊性，导致责任配置混乱、同案不同判问题突出。本文以《电子商务法》第9条为规范基础，运用法教义学方法，系统阐释该条的规范目的与体系定位，揭示主播身份认定困境的根源在于传统“非此即彼”的类型化思维难以涵盖主播在交易场景中的功能。在教义学框架内，可依功能差异将主播类型化为自营型、导购型与引流型，分别对应“平台内经营者”“准经营者”及“通过其他网络服务经营者”的法律地位。在责任配置上应遵循功能决定责任、消费者保护优先、比例原则与协同共治四项基本原则，通过解释论路径明晰现行法框架内的责任边界，并辅以立法论路径完善。为直播带货的规范发展提供坚实的法理支撑与制度基础。

Abstract: The ambiguity surrounding the legal status of live-streaming hosts has led to confusion in liability allocation and prominent issues of inconsistent rulings in similar cases. Taking Article 9 of the E-Commerce Law as the normative foundation, this article employs a doctrinal approach to systematically analyze the provision’s purpose and systemic positioning, revealing that the root of difficulties in defining a host’s identity lies in the traditional “either-or” typological thinking, which fails to adequately capture the functional roles hosts play within transactional contexts. Within the doctrinal framework, hosts can be categorized functionally into self-operated, guidance-oriented, and traffic-driving types, corresponding respectively to the legal statuses of “platform-based operators,” “quasi-operators,” and “operators via other online service providers.” In allocating liability, four fundamental principles should be followed: functional determination of liability, consumer protection priority, proportionality, and collaborative governance. Through interpretive analysis, the boundaries of liability under existing law should be clarified, supplemented by legislative improvements. This provides a solid legal and institutional foundation for the regulated development of live-streaming commerce.