网络直播带货模式发展探究

Research on Development of Online Live-streaming E-commerce

网络直播带货是互联网时代发展的新兴业态,带来的巨大经济利益使得商家、网络直播平台、消费者都趋之若鹜,成为当下最热风口。与此同时,网络直播带货带来的货实不符、流量造假、维权困难等问题层出不穷,不仅影响了消费体验,而且损害了消费者的合法权益。本文对当下网络直播带货模式的发展现状展开研究,从主播自律、多方监管、理性消费等方面提出应对策略,以期为直播带货模式的持续健康发展提供参考。

Online live-streaming e-commerce is an emerging form of business in the Internet era.The huge economic benefits brought by it make businesses,online live broadcasting platforms and consumers flock to it and become the hottest trend at present.At the same time,problems such as inconsistent goods,traffic fraud and difficulty in safeguarding rights have emerged in an endless stream,which not only affects consumer experience,but also damages the legitimate rights and interests of consumers.This paper studies the current development status of online live-streaming e-commerce,and proposes countermeasures from the aspects of anchor self-discipline,supervision from all parties and rational consumption,in order to provide reference for the sustainable and healthy development of online live-streaming e-commerce.