直播带货中消费者权益保护研究  

Research on Consumer Rights Protection in Live Streaming Sales

作　　者：李静宇 Li Jingyu(Faculty of Law,Macao University of Science and Technology,Macao,China 999078;Xianda College of Economics and Humanities,Shanghai International Studies University,Shanghai 200083)

机构地区：[1]澳门科技大学,中国澳门999078 [2]上海外国语大学贤达经济人文学院,上海200083

出　　处：《中国商论》2025年第4期54-57,共4页China Journal of Commerce

基　　金：上海外国语大学贤达经济人文学院校级项目“数字时代个人数据权属制度研究”(XdKY246729);2023年上海高校市级重点课程项目“国际私法”阶段性研究成果(A3111.24.0701)。

摘　　要：近年来,随着网络购物的迅猛发展,电商平台的交易数量已达到亿计规模。然而,由此引发的纠纷也日趋频繁。相较实体经济,直播带货的购物形式具有降低成本、促进消费和提高效率的显著优势,同时也存在虚假宣传、侵害消费者知情权、监管滞后、维权成本高等现实问题。据此,本文提出应针对不同平台类型,明确直播带货销售模式中各方主体的权利义务,切实保障消费者权益,维护公平竞争的市场秩序,促进行业长久健康发展。In recent years,with the rapid development of online shopping,the number of transactions on e-commerce platforms has reached the scale of hundreds of millions.However,disputes arising from these transactions have also become increasingly frequent.Compared to the traditional economy,livestream shopping offers significant advantages,such as cost reduction,consumption stimulation,and improved efficiency.At the same time,it also presents challenges,including false advertising,infringement of consumers'right to information,regulatory lag,and high costs of rights protection.In response to these issues,this paper proposes clarifying the rights and obligations of all parties involved in livestream shopping based on different platform types.It emphasizes the need to effectively protect consumer rights,maintain fair market competition,and promote the long-term and healthy development of the industry.

关 键 词：网络直播 直播平台 消费者知情权 跨境电商 网络购物 

分 类 号：F063.2[经济管理—政治经济学] D922.294[政治法律—经济法学]