直播电商场景下消费者权益保障机制与平台运营优化路径研究

Consumer Rights Protection Mechanisms and Platform Operation Optimization in Live-Streaming E-Commerce

摘要: 直播电商将内容传播、信任形成与交易决策压缩在实时场景中，平台的算法分发、流量配置和规则控制使消费者权益风险具有信息不对称放大、责任链条复合和风险扩散迅速等特征。本文以平台治理、协同治理、信息不对称与信号传递、双边市场理论为分析工具，构建“风险生成–平台控制–协同治理”的分析框架，并从直播模式与商品品类两个维度进行类型化讨论。研究认为，商家自播、达人受托带货和数字人直播在主体识别、信赖形成与内容审查方面具有不同风险；普通标准化商品、体验属性较强商品以及关系生命健康的高风险商品，也应分别配置差异化审核强度。平台应将身份核验、选品审查、宣传留痕、快速救济、信用评价和算法约束嵌入交易全流程，并通过监管部门、平台、经营者、行业组织与消费者组织的协同形成闭环治理。

Abstract: Live-streaming e-commerce compresses content communication, trust formation and purchasing decisions into a real-time transaction environment. Algorithmic distribution, traffic allocation and platform rule-making amplify information asymmetry, complicate responsibility allocation and accelerate the diffusion of consumer risks. Drawing on platform governance, collaborative governance, information asymmetry and signaling, and two-sided market theory, this study develops an analytical framework of “risk generation-platform control-collaborative governance” and differentiates risks by live-streaming mode and product category. Merchant self-broadcasting, influencer-based promotion and AI-generated digital-human broadcasting differ in subject identification, trust formation and content review, while standardized goods, experience-oriented goods and products related to life and health require different governance intensity. The paper proposes embedding identity verification, product selection review, traceable marketing records, rapid remedies, credit evaluation and algorithmic constraints throughout the transaction process, supplemented by the collaboration of regulatory authorities, the platform, operators, industry organizations and consumer organizations.