%0 Journal Article
%T 直播带货中主播法律地位与责任形态研究
Study on the Legal Status and Liability Patterns of Anchors in Live Streaming Bandwagons
%A 黄钰淇
%J E-Commerce Letters
%P 1080-1085
%@ 2168-5851
%D 2025
%I Hans Publishing
%R 10.12677/ecl.2025.1451383
%X 本文围绕直播带货主播法律地位与责任形态展开研究。通过剖析商家自营、商家他营、平台合作三种运营模式，发现主播存在身份认定偏差和责任边界模糊问题，像商家自营模式有“劳动关系泛化”倾向等。为此，提出以“实际控制力”为核心的身份动态认定模型。重构民商法责任形态，合同责任与侵权责任依《民法典》完善，前者完善要约瑕疵认定、审查格式条款效力，后者依第1165条明确过错推定，确定虚假宣传连带责任；平台协作责任结合算法，依《电子商务法》第38条重构平台过错认定。针对司法争议，给出解决路径，还探讨《电子商务法》完善，构建复合标准认定主播身份，依相关条款完善消费者权益保护，实现双赢。
This paper centers on the legal status and liability form of live broadcast anchor. By analyzing the three operation modes of merchant self-operated, merchant other-operated, and platform cooperation, it is found that there are identity bias and responsibility boundary blurring problems of anchors, such as the tendency of “generalization of labor relations” in the merchant self-operated mode. For this reason, a dynamic identification model with “actual control” as the core is proposed. Reconstructing the civil and commercial law liability form, contract liability and tort liability in accordance with the Civil Code to improve, the former to improve the determination of defective offer, review the effectiveness of the format terms, the latter in accordance with Article 1165 to clarify the presumption of fault, to determine the joint and several liability for false propaganda; the platform collaborative responsibility combined with the algorithm, in accordance with the E-Commerce Law, Article 38 reconstructed the determination of the fault of the platform. In view of the judicial disputes, the solution path is given, and the improvement of the E-Commerce Law is also explored to construct a composite standard to determine the identity of the anchor, and improve the protection of consumers’ rights and interests according to the relevant provisions to realize a win-win situation.
%K 直播带货，
%K 主播法律地位，
%K 责任形态
Live Streaming Bandwagons
%K Anchor Legal Status
%K Liability Form
%U http://www.hanspub.org/journal/PaperInformation.aspx?PaperID=114534