直播带货中消费者权益侵权问题及法律规制
The Issues of Consumer Rights Infringement in Live-streaming E-Commerce and Legal Regulation

本文深入探讨了网络直播带货这一新兴商业模式下消费者权益保护所面临的挑战，通过系统性分析、案例研究与法律规制现状考察，揭示了直播带货环境中消费者权益侵权的本质特征、主要表现形式及其法律规制现状的不足，并在此基础上提出了一系列具有前瞻性和可操作性的法律规制优化路径。本研究旨在促进网络直播带货行业的健康有序发展，构建更加安全、公平、透明的网络消费环境。
This article delves into the challenges faced by consumer rights protection under the emerging business model of live streaming for direct selling. Through systematic analysis, case studies, and examination of the current legal regulatory status, it reveals the essential characteristics, main manifestations, and deficiencies in the legal regulation of consumer rights infringement in the live streaming environment. Based on these findings, a series of forward-looking and actionable paths for optimizing legal regulation are proposed. The purpose of this study is to promote the healthy and orderly development of the live streaming for direct selling industry and to build a safer, fairer, and more transparent online consumer environment.