带货主播的法律身份及责任

The Legal Identity and Responsibility of the Carrier

摘要: 本文结合实例解析直播带货模式与主播身份多样性，并通过规范分析法，借助现行法律法规，深入探讨带货主播的法律身份及其责任承担问题。研究发现，主播在不同带货模式中可能兼具生产者、经营者、雇员、独立个体乃至国家工作人员等多重身份，且身份有时相互重合。因此，本文系统梳理了各类直播带货模式下主播的法律身份认定标准，并根据不同模式明确了主播应承担的法律责任。

Abstract: This paper analyzes the mode of carrying goods and the diversity of the identity of anchors in live broadcasting with examples, and further discusses the legal identity and responsibility of the host broadcaster with cargo through normative analysis and with the help of current laws and regulations. The study found that anchors may have multiple identities such as producers, operators, employees, independent individuals and even national staff in different modes of delivery, and their identities sometimes overlap. Therefore, this paper systematically combs the legal identity identification standards of anchors under various live streaming modes, and clarifies the legal responsibilities of anchors according to different modes.