直播电商平台中消费者保护机制研究

Research on Consumer Protection Mechanisms in Live Streaming E-Commerce Platforms

摘要: 直播电商通过内容展示、即时互动、算法分发与在线成交的深度融合，重塑了传统电子商务的交易结构，也使平台由单纯的信息中介转变为交易组织者、风险干预者和规则治理者。在此背景下，消费者保护问题已不再是单纯的个案维权问题，而是关系平台运行质量、市场信任形成和数字消费秩序构建的重要机制问题。本文立足电商经济视角，结合平台治理与法学分析，考察直播电商平台消费者保护机制的逻辑基础、现实短板及完善路径。本文认为，平台在主体识别、风险干预和规则制定方面已具备实质性治理能力，消费者保护与电商发展具有内在一致性；但当前仍存在主体识别不清晰、内容治理偏重流量转化、证据留存与维权支持不足、平台规则透明度不高等问题。对此，应通过建立分级分类治理机制、完善全过程留痕与举证协助机制、强化信息展示与营销约束、优化平台内争议解决机制，并健全规则治理与责任分层体系，推动消费者保护与平台发展相协调。

Abstract: Live-streaming e-commerce has revolutionized traditional e-commerce transaction structures through the deep integration of content presentation, real-time interaction, algorithmic distribution, and online transactions. This transformation has evolved platforms from mere information intermediaries into transaction organizers, risk interveners, and rule-governance entities. In this context, consumer protection is no longer merely about individual case resolution but has become a critical mechanism influencing platform operational quality, market trust formation, and the establishment of digital consumption order. From an e-commerce economics perspective and combining platform governance with legal analysis, this paper examines the logical foundations, practical shortcomings, and improvement pathways for consumer protection mechanisms on live-streaming e-commerce platforms. The study concludes that platforms possess substantial governance capabilities in entity identification, risk intervention, and rule formulation, demonstrating inherent alignment between consumer protection and e-commerce development. However, challenges persist, including ambiguous entity identification, content governance focused solely on traffic conversion, inadequate evidence retention and consumer support mechanisms, and insufficient transparency in platform rules. To address these issues, recommendations include establishing tiered governance frameworks, enhancing full-process traceability and evidence-assistance mechanisms, strengthening information disclosure and marketing constraints, optimizing dispute resolution processes, and refining rule governance and liability stratification systems to achieve synergy between consumer protection and platform development.