网络直播带货中消费者权益保护问题研究
Research on the Protection of Consumer Rights and Interests in Live Broadcast with Goods

随着数字经济时代的到来，网络直播带货成为深受人们欢迎的网购模式。网络直播带货给人们的生活带来了极大的便利，尤其在疫情期间，直播带货更是一度成为了推动经济增长的新引擎。如今，随着网络直播带货的风靡，也出现了消费者权益受到侵害的各种问题：广告虚假宣传、产品价格欺诈、售后维权困难等问题，严重侵害了消费者的合法权益。为了维护公平公正的市场环境，规范网络直播带货空间，保护消费者的合法权益，本文有针对性的提出建议。通过法律法规、加强监管力度、提高消费者维权意识等方面入手来维护直播带货中消费者的合法权益。
With the advent of the era of digital economy, product live streaming has become a popular online shopping model. Online live delivery has brought great convenience to people’s lives, especially during the epidemic, live streaming has once become a new engine to promote economic growth. Nowadays, with the popularity of network live broadcast with goods, there are also various problems that consumers’ rights and interests are infringed: product quality is unqualified, advertising false publicity, product price fraud, after-sales rights protection difficulties and other problems, which seriously infringes the legitimate rights and interests of consumers. In order to maintain a fair and just market environment, standardize the network live delivery space, and protect the rights and interests of consumers, this paper puts forward targeted suggestions. Through laws and regulations, strengthen supervision, improve consumer awareness of rights protection and other aspects to safeguard the legitimate rights and interests of consumers in live streaming goods.