网络直播带货中的消费者权益保护研究
Research on the Protection of Consumer Rights and Interests in Webcast Delivery

在互联网高度发达的背景下，直播带货已成为消费者消费的一种新的消费模式，尤其是近些年来受多种因素的影响，直播带货的发展非常迅速。然而，在网络直播带货给消费者带来实惠、便利的同时，也给消费者带来了一些困扰，虚假宣传、虚假货物等也发生在直播带货领域，这些都严重侵害了消费者的知情权、安全权等，也是对市场秩序的极大挑战。因此，对网络直播带货中的消费者权益保护进行研究，进而提出完善网络直播带货中的消费者权益保护的建议，对保障网络直播带货的发展和推进法治建设具有重要的意义。
Under the background of highly developed Internet, live delivery has become a new consumption model for consumers. Especially in recent years, affected by a variety of factors, the development of live delivery is very rapid. However, while the network broadcast brings benefits and convenience to consumers, it also brings worries to consumers. False promotion and false goods also occur in the field of live delivery, which infringes on consumers’ right to know and safety rights, and is also a great challenge to market order. Therefore, it is of great significance to study the protection of consumers’ rights and interests in webcast delivery, and then put forward suggestions to improve the protection of consumers’ rights and interests in webcast delivery, which is of great significance to ensure the development of webcast delivery and promote the construction of rule of law.