直播带货中消费者权益保护问题研究

Research on the Protection of Consumers’ Rights and Interests in Live Streaming E-Commerce

摘要: 在数字经济的浪潮中，网络直播带货作为一种新兴的在线购物方式，以其高度的互动性、创新的购物体验和粉丝经济的显著优势，逐渐成为广大消费者的新宠，成为数字经济时代的一大亮点。但由于网络的虚拟性以及监管上的不可控性，出现产品质量的虚假宣传和伪造等问题，严重损害了消费者的安全权、知情权、公平交易权以及求偿权。分析消费者权益未能得到有效保护的原因在于直播带货责任主体不明晰、法律规制和监管不完善、维权途径不畅通等。因此，有必要清晰责任主体，补充和完善现行法律法规并加大监管力度，来确保消费者的合法权益得到充分保护。

Abstract: In the wave of the digital economy, live streaming e-commerce, as an emerging online shopping method, has gradually become a new favorite of consumers and a bright spot in the digital economy era due to its high interactivity, innovative shopping experience, and significant advantages of fan economy. However, due to the virtual nature of the internet and the uncontrollable nature of regulation, there have been issues such as false advertising and forgery of product quality, seriously damaging consumers’ rights to safety, information, fair trade, and compensation. The reason why consumer rights have not been effectively protected is due to unclear responsibilities for live streaming sales, incomplete legal regulations and supervision, and blocked channels for safeguarding rights. Therefore, it is necessary to clarify the responsible parties, supplement and improve existing laws and regulations and increase regulatory efforts to ensure that the legitimate rights and interests of consumers are fully protected.