直播带货中消费者权益保护机制研究

Research on Protection Mechanism of Consumer Rights and Interests in Live Streaming

摘要: 近年来伴随着网络直播兴起，网红、明星纷纷入驻各大电商平台，将平台互动直播与实体交易融为一体，开启了网红、明星电商直播带货的网红经济新模式。但是在直播带货中消费者的知情权、公平交易权、求偿权常常容易受到侵害，假冒伪劣产品、虚假宣传、网络水军、售后维权问题等突出，解决直播带货中的消费者权益保护问题需要完善法律法规、加强消费者自我保护意识、加强直播带货行业协会监管等几方面入手，切实保护好消费者的合法权益，促进电子商务的可持续性发展。

Abstract: In recent years, with the rise of network live broadcasting, network celebrities and stars have settled in major e-commerce platforms, integrating platform interactive live broadcasting with physical transactions, opening a new economic model of network red and star e-commerce live broadcasting with goods. However, consumers’ right to know, right to fair trade and right to claim are often vulnerable to infringement in live streaming, and problems such as fake and shoddy products, false publicity, network water army and after-sales rights protection are prominent. To solve the problem of consumer rights protection in live streaming, it is necessary to improve laws and regulations, strengthen consumers’ awareness of self-protection, and strengthen the supervision of live streaming industry associations. Effectively protect the legitimate rights and interests of consumers and promote the sustainable development of e-commerce.