电商平台直播带货中侵权责任主体研究

A Study on the Subject of Tort Liability in Live Streaming Sales on E-Commerce Platforms

摘要: 在互联网技术的不断发展下，各式各样的直播带货形式展现了直播带货市场广阔的发展前景和潜力。但伴随着直播带货市场的不断发展，直播带货中的虚假宣传、产品质量差和售后服务效率低等侵害消费者权益的问题也不断爆发，引发消费者对如何保护自己消费权益进行思考。电商平台直播带货模式中电商平台和带货主播作为主要的侵权主体，根据现有相关法律对他们的侵权责任进行分析是维护消费者权益、规范直播带货市场的必要方式之一，同时也有利于推动完善我国电子商务相关法律法规及政策，推动电商平台直播带货行业市场的发展更加合法规范。

Abstract: With the continuous development of Internet technology, various forms of live streaming sales show the broad development prospects and potential of the live streaming sales market. However, with the continuous development of the live streaming sales market, problems such as false advertising, poor product quality, and low efficiency of after-sales service that infringe on consumer rights in live streaming sales have also erupted, prompting consumers to think about how to protect their consumption rights. In the live streaming sales model of e-commerce platforms, e-commerce platforms and sales anchor are the main infringing parties. Analyzing their infringement liability based on existing relevant laws is one of the necessary ways to protect consumer rights and regulate the live streaming sales market. At the same time, it is also conducive to promoting the improvement of China’s e-commerce related laws, regulations and policies, and promoting the development of the live streaming sales industry market on e-commerce platforms to be more legal and standardized.