摘要
网络直播带货是一种新的网络营销模式。然而,作为新兴模式,对现有关于直播带货中网红法律身份研究的反思,对直播带货中网红法律身份进行剖析,网红符合具体身份法律要件的认定为相应法律身份,符合电子商务经营者法律要件的认定为电商经营者身份,对直播带货网红和平台的责任规制进行剖析。提出规范直播带货对策,将直播带货纳入电子商务法电商行为,明确直播带货行为属于电子商务经营行为,加强对直播带货行为的法律监督,加强行业自律,从传统媒体直播带货入手,树立行业标杆,加强互联网直播平台的监管,提高消费者的维权意识。
The live streaming of goods is a perfect combination of Internet celebrities and sales,and it is a new network marketing model.However,as an emerging model,problems such as extensive development,lack of supervision,quality problems with goods,exaggerated publicity,and data fraud have emerged one after another.Therefore,it is necessary to define the legal identities of Internet celebrities,clarify the legal responsibilities of Internet celebrities,and standardize the ecological environment of the industry of online celebrity live broadcasts.
作者
王庭琪
Wang Tingqi(Nanchang Business college of JXAU,Jiangxi Agricultural University,Gongqing City,Jiujiang,Jiangxi 332020)
出处
《对外经贸》
2021年第7期86-88,共3页
FOREIGN ECONOMIC RELATIONS & TRADE
关键词
网络直播带货
网红
法律身份
法律责任
Live Webcast with Goods
Legal Status of Internet Celebrities
Legal Liability of Internet Celebrities
Live Delivery
E-commerce
