网络直播带货法律治理体系构建研究
Research on the Construction of Legal Governance System for Online Live Streaming Sales

网络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。网络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、偷税漏税等违法行为等监管问题，严重侵害了消费者的合法权益并有损公平竞争的市场秩序。因此，本文认为国家和有关部门应加快制定规范可行的监管法律，从立法和执法上共同构建多元协同共治的法律治理体系。
Online live streaming sales is a new form of online shopping that combines online live streaming with online shopping. It expands traditional online shopping in terms of information exchange and shopping experience, but it is still a continuation of traditional online shopping models in the field of e-commerce. While promoting high-quality economic development in China, online live streaming sales still face regulatory issues such as quality defects, false advertising, tax evasion, and other illegal behaviors, which seriously infringe on the legitimate rights and interests of consumers and undermine the market order of fair competition. Therefore, this article believes that the state and relevant departments should accelerate the formulation of standardized and feasible regulatory laws, and jointly build a diverse and collaborative legal governance system from the perspectives of legislation and law enforcement.