电商直播带货中的消费者权益保护

Protection of Consumer Rights and Interests in E-Commerce Live Streaming

近年来以互联网为依托的各种经济模式应运而生,其中电商直播带货这一行业呈飞速发展的繁荣态势,为我国经济发展带来显著效益。电商直播带货是在线直播与网络购物相结合的一种新型在线购物形式,在信息交互、购物体验等方面实现了对传统网购的拓展,但其本质上仍是传统网购模式在电子商务领域的延续。电商直播带货在推动我国经济高质量发展的同时,仍然存在质量瑕疵、虚假宣传等严重侵害消费者的合法权益并有损公平竞争的市场秩序的行为。亟待通过明确相关责任主体、完善监管机制、健全救济途径、提升消费者维权意识,引导电商直播行业有序健康发展,切实保护消费者合法权益。In recent years, various economic models based on the Internet have emerged, among which the industry of online live streaming has shown a rapid development and prosperity, which has brought significant benefits to China’s economic development. E-commerce live streaming is a new form of online shopping that combines online live streaming and online shopping, which has realized the expansion of traditional online shopping in terms of information interaction and shopping experience, but it is still essentially a continuation of the traditional online shopping model in the field of e-commerce. While promoting the high-quality development of China’s economy, there are still behaviors that seriously infringe on the legitimate rights and interests of consumers and harm the market order of fair competition, such as quality defects and false publicity. It is urgent to guide the orderly and healthy development of the e-commerce live streaming industry and effectively protect the legitimate rights and interests of consumers by clarifying the relevant responsible entities, improving the regulatory mechanism, improving the remedial channels, and raising consumers’ awareness of rights protection.