网络直播营销中消费者权益保护的法律问题研究

Research on Legal Issues of Consumer Rights Protection in Online Live Broadcast Marketing

摘要: 随着互联网平台与网络信息技术的飞速发展，我国的电子商务行业取得了跨越式的突破，更新迭代的速度极快，现已从传统的电商形式演变为了社交电商、内容电商等多种新型的现代电商形式，网络直播营销便是内容电商发展的最新阶段。但是，由于立法不完善、监管缺失等问题，网络直播营销中侵害消费者权益的现象频频发生，相关主体的行为得不到规范，使消费者权益无法得到保障。网络直播营销中的交易相对于传统的交易模式而言，存在隐蔽性、虚拟性等特征，一旦消费者的合法权益受到侵害，其维权途径困难、成本高昂，很难获得有效的救济。本文通过对我国网络直播营销领域中消费者权益保护的问题进行研究，旨在为新兴领域中消费者合法权益的保护提出建议，促进网络直播营销健康可持续地发展。

Abstract: With the rapid development of the Internet platform and network information technology, my country’s e-commerce industry has made leap-forward breakthroughs, and the speed of update and iteration is extremely fast. It has evolved from traditional e-commerce forms to social e-commerce, content e-commerce, etc. A new form of modern e-commerce, online live marketing is the latest stage in the development of content e-commerce. However, due to imperfect legislation, lack of supervision and other issues, the phenomenon of infringement of consumer rights and interests in online live broadcast marketing frequently occurs, and the behavior of relevant subjects cannot be regulated, so that consumer rights and interests cannot be guaranteed. Compared with the traditional transaction mode, the transaction in the online live broadcast marketing has the characteristics of concealment and virtuality. Once the legitimate rights and interests of consumers are violated, it is difficult and expensive to protect their rights, and it is difficult to obtain effective relief. Through the research on the protection of consumer rights and interests in the field of online live broadcast marketing in my country, this paper aims to put forward suggestions for the protection of consumers’ legitimate rights and interests in the emerging field, and promote the healthy and sustainable development of online live broadcast marketing.