直播电商现状分析与问题的解决对策  

Analysis of the Current Status of Live Streaming E-Commerce and Solutions to Problems

作　　者：莫莉娟 

机构地区：[1]贵州大学历史与民族文化学院,贵州 贵阳

出　　处：《电子商务评论》2025年第1期3839-3844,共6页E-Commerce Letters

摘　　要：在当下,网络直播带货如日中天,成为众多消费者青睐的购物新宠,它不仅重塑了消费体验,更添一抹生活趣味。然而,这一新兴领域的蓬勃背后,亦伴随着挑战与隐忧:虚假宣传误导视听,商品质量参差不齐,主播涉税违规,以及消费者因冲动而过度消费等问题频出,不仅阻碍了行业的有序前行,更侵蚀了消费者的信任基石。面对这一系列挑战,亟需社会各界携手并进,共筑行业规范长城。这包括:强化监管力度,严惩虚假宣传与违法逃税行为,净化直播环境;提升商品质量门槛,保障消费者权益;同时,倡导理性消费文化,引导观众建立健康的消费观念。唯有如此,方能确保直播电商这一新兴业态在规范中茁壮成长,实现可持续发展,让每一次点击与购买都成为一次安心、愉悦的消费之旅。At present, live streaming for direct selling is booming and has become a new favorite for many consumers, not only reshaping the shopping experience but also adding a touch of fun to life. However, behind the thriving of this emerging field, there are challenges and concerns: misleading promotions that deceive the public, uneven product quality, hosts involved in tax violations, and frequent issues of consumers over-consuming due to impulse, which not only hinder the orderly progress of the industry but also erode the foundation of consumer trust. Faced with these challenges, it is urgent for all sectors of society to work together to build a changcheng of industry norms. This includes: strengthening regulatory efforts, severely punishing false promotions and illegal tax evasion, and purifying the live streaming environment;raising the threshold for product quality to protect consumer rights;and at the same time, advocating for a culture of rational consumption, guiding viewers to establish healthy consumption concepts. Only in this way can we ensure that the emerging live streaming e-commerce industry grows robustly within regulations, achieving su

关 键 词：电商直播 网络营销 直播带货 网红主播 

分 类 号：F42[经济管理—产业经济]