商法视域下网络直播带货行为的法律规制

Legal Regulation of the Sale of Goods by Live Webcast under the Perspective of Commercial Law

摘要: 近年来，伴随着互联网和网络购物的兴起，线下实体行业遭受前所未有的打击，但这也成为线上直播带货行业悄然兴起的契机。网络直播带货中主播以自己的名义或以商家的名义从事的以获取利润为目的的经营性行为，实质为商事行为。在直播带货行为产生诸多负面问题的背景下，现有法律往往难以规制主播行为，因此应当从商法角度，肯定主播商主体身份，并对符合条件的主播进行商事登记，从而市场监督管理部门可以对直播带货行为具有明确的管理对象，并能够适用现行的商事法律解决直播带货行为所产生的虚假宣传、产品质量等问题。

Abstract: In recent years, along with the rise of the Internet and online shopping, the offline entity industry has suffered an unprecedented blow, but this has also become an opportunity for the quiet rise of online live commerce. The business behavior engaged in by the anchor in the webcast in his own name or in the name of the merchant for the purpose of gaining profit is essentially a commercial behavior. In the context of many negative problems arising from live commerce, it is often difficult for existing laws to regulate the behavior of anchors. Therefore, from the perspective of commercial law, the commercial identity of anchors should be affirmed, and eligible anchors should be registered in commercial law, so that market supervision and management departments can have a clear object for the management of live commerce, and can apply the existing commercial law to solve the false propaganda, product quality and other problems arising from live commerce. In this way, the market supervision and management department can have a clear target for the management of live commerce with goods and can apply the existing commercial laws to solve the problems of false propaganda and product quality.