姜荣欣 李鹏举

摘  要：当前网络技术发展迅速，伴随而来的是人们的生活方式发生了很大变化。其中，人们的日常购物方式变得与以往不同，网络购物渗透到网民生活的各个方面。近年来，通过直播销售商品的现象盛行，无论是美妆、服饰、食物，甚至是家居用品都在以直播的方式出售给消费者。通过主播在直播间的介绍、试用等行为能够给消费者更直观的感受。但是，直播也带来很多问题，越来越多的消费者反映通过直播购买到的商品存在质量、外观等方面的问题。直播是个新生的网络营销模式，作为一个新生的网络营销模式，针对直播带货问题，现有研究尚不全面。所以，进一步研究直播营销尤为重要。文章在前人研究的基础上，深入分析网络直播存在的问题，并对网络直播下消费者权益保护方面存在的问题进行研究，最终达到完善网络直播环境，维护消费者合法权益的目的。

关键词：网络直播;消费者权益;市场监管

中图分类号：F713.365    文献标识码：A

Abstract： The current rapid development of network technology is accompanied by great changes in people's lifestyles. Among them， people's daily shopping methods have become different from the past， and online shopping has penetrated into all aspects of netizens' lives. In recent years， the phenomenon of selling goods through live broadcast has become popular. Whether it is beauty， clothing， food， and even household goods， they are all sold to consumers through live broadcast. The introduction and trial of the host in the live broadcast room can give consumers a more intuitive experience. However， live broadcasting also brings many problems. More and more consumers report that there are problems in the quality and appearance of the goods purchased through live broadcasting. Live broadcast is a new network marketing model. As a new network marketing model， the existing research on the issue of live broadcast delivery is not comprehensive. Therefore， further research on live marketing is particularly important. On the basis of previous research， this article deeply analyzes the problems of webcasting， and studies the problems of consumer rights protection under webcasting， and finally achieves the goal of perfecting the webcasting environment and safeguarding the legitimate rights and interests of consumers.

Key words： webcast; consumer rights; market supervision

0  引  言

隨着直播热潮的到来，越来越多的商家、主播看到直播带来的巨额利益，纷纷涌入直播市场。直播式的营销模式在给消费者带来便利的同时，也滋生出一些侵害消费者合法权利问题。比如某网红在直播间售卖的节日鲜花，到了消费者手中就变成了烂花;某明星直播出售的小龙虾因存在变质问题被投诉;还有些平台主播推荐的橙子在视频中含水量大又新鲜，其实是用的道具，主播和商家联手欺骗消费者，等等。……