直播电商平台银发消费者群体的权益保障困境与对策研究

Research on the Dilemma and Countermeasures of Rights Protection for Senior Consumers in Live-Streaming E-Commerce Platforms

摘要: 随着我国老龄化进程的加速和数字技术的普及，银发群体正加速融入数字社会，成为直播电商中不可忽视的消费力量。然而，该群体在直播购物中的权益保障问题日益凸显：法律层面，现有法规滞后、多元主体责任划分模糊，尤其是“私域直播”场景下的监管严重缺位；侵害行为层面，直播平台对老年人进行“情感绑架”，并对其自身存在的“健康焦虑”进行过度营销，以“隐蔽化”“无痕化”的私域运营方式规避责任；维权能力层面，老年人本身维权意识与能力不足、直播的即时性和信息不对称更加剧了其举证困难程度。对此，本文提出系统性对策：应完善以《直播电商监督管理办法》为核心的一系列法律规范，明确平台全链条责任，特别是将私域交易纳入有效监管；强化平台的技术治理责任，完善针对老年人的风险预警与证据保全机制；最后构建由法律法规、平台履责、家庭教育、行业自律共同形成的“社会共治”防护体系，切实保障银发消费者的知情权、公平交易权与求偿权，形成全方面、多层次的权益保障网络。

Abstract: With the acceleration of the aging process in China and the widespread adoption of digital technology, the elderly population is rapidly integrating into the digital society and has become an indispensable consumer force in live-stream e-commerce. However, the issue of rights protection for this group in live-stream shopping has become increasingly prominent: at the legal level, the existing regulations are lagging behind, and the division of multiple responsibilities is ambiguous; especially in the “private domain live-streaming” scenario, the supervision is seriously lacking; at the level of infringement, live-streaming platforms “emotionally manipulate” the elderly and over-market their own “health anxiety”, using “hidden” and “invisible” private domain operation methods to evade responsibility; at the level of rights protection capabilities, the elderly themselves have insufficient awareness and ability to protect their rights, and the immediacy of live-streaming and information asymmetry further exacerbate the difficulty of their evidence presentation. In response to this, this article proposes systematic countermeasures: a series of legal norms centered on the “Live-stream E-commerce Supervision Measures” should be improved, and the full-chain responsibility of the platform should be clarified, especially including the effective supervision of private domain transactions; strengthening the technical governance responsibility of the platform, improving the risk warning and evidence preservation mechanism for the elderly; finally, a “social co-governance” protection system composed of laws and regulations, platform compliance, family education, and industry self-discipline should be constructed, to effectively protect the right to information, fair trading rights, and claim rights of the elderly consumers, and form a comprehensive and multi-level rights protection network.