%0 Journal Article
%T 企业伦理视阈下直播带货中主体面临的责任困境探析<br>An Analysis of the Responsibility Dilemmas Faced by the Subjects in Live-Streaming E-Commerce from the Perspective of Business Ethics
%A 朱雪薇
%J E-Commerce Letters
%P 1034-1041
%@ 2168-5851
%D 2025
%I Hans Publishing
%R 10.12677/ecl.2025.1451377
%X 随着直播带货规模的扩大&#65292;其毁灭性也随创新性而至。虚假宣传、产品质量缺陷、数据造假、售后服务缺失等问题的频发&#65292;引发了社会的广泛关注。从企业伦理角度出发&#65292;深入剖析直播带货中企业、主播等主体面临的责任困境&#65292;并提出针对性解决对策&#65292;不仅能保护经济活动相关者的合法权益&#65292;还能规范直播带货行业的秩序&#65292;为经济增长做出持续性贡献。<br>As the scale of live-streaming e-commerce expands, its destructiveness has emerged alongside its innovativeness. Frequent issues such as false propaganda, product quality defects, data fraud, and lack of after-sales service have attracted widespread social attention. From the perspective of business ethics, deeply analyzing the responsibility dilemmas faced by entities such as enterprises and anchors in live-streaming e-commerce and proposing targeted solutions can not only protect the legitimate rights and interests of stakeholders but also regulate the order of the live-streaming e-commerce industry and make a sustainable contribution to economic growth.
%K 直播带货&#65292
%K 企业&#65292
%K 主播&#65292
%K 责任困境&#65292
%K 消解路径<br>Live-Streaming E-Commerce
%K Enterprises
%K Anchors
%K Dilemmas of Responsibilities
%K Resolution Approaches
%U http://www.hanspub.org/journal/PaperInformation.aspx?PaperID=114528