论直播带货中消费者的权益保护

On the Protection of Consumers’ Rights and Interests in Live Streaming

摘要: 随着经济社会以及网络技术的发展，商品交易模式也随之发生了翻天覆地的变化，网络直播带货进入公众的视野，并成为人们不可或缺的新型购物方式。因为其互动性极强、方式新颖，网络直播带货模式得到了迅猛发展，为人们提供了极大的便利，但同时在消费者权益保护方面也出现了许多问题。因此应考虑如何才能最大化地保护消费者合法权益，完善相应的法律法规，完善相应的权益保护机制，提升消费者的维权意识，营造便捷、安全的网络直播带货市场，从而更好地维护经济社会的发展。

Abstract: With the development of economy, society and network technology, the mode of commodity trading has also undergone tremendous changes. Network broadcast brings goods into the public’s eye and becomes an indispensable new way of shopping. Because of its strong interactivity and novel way, the network live delivery mode has been rapidly developed, which provides great convenience for people, but at the same time, there are many problems in the protection of consumer rights and interests. Therefore, we should consider how to maximize the protection of the legitimate rights and interests of consumers, improve the corresponding laws and regulations, improve the corresponding rights and interests protection mechanism, enhance consumers’ awareness of rights protection, and create a convenient and safe online live broadcast market, so as to better safeguard the economic and social development.