Research On The Protection Of Consumers’ Rights And Interests In Live Broadcast With Goods

With the advent of 5g era,the live broadcasting industry in China is developing more and more rapidly.In the past two years,live broadcasting with goods has become a new online shopping mode.The traders are the anchor with goods,platform merchants and users of live broadcasting room.This transaction mode innovates the consumption mode,and combines the flow with users to attract the majority of live broadcasting users to participate in the purchase,And this mode has low transaction cost and high entertainment,which greatly enriches and changes the consumption mode of the public.This consumption mode is more and more loved by people,and has become a new driving force for China’s economic growth during the epidemic period.However,while the live broadcasting industry brings convenience and preferential treatment to the majority of consumers,it also brings some negative effects to the society because of the virtual and uncontrollable nature of the Internet.For example,some problems in the live broadcasting industry,such as unclear definition of responsibility subject,insufficient supervision,and imperfect self-discipline mechanism,are infringing on the legitimate rights and interests of consumers,harming consumers’ shopping enthusiasm to a certain extent,which is not conducive to the long-term development of live broadcasting with goods.As a new thing,live broadcasting with goods has changed in the way of transaction,resulting in different legal relations,which will also cause new problems in the application of the legal norms regulating online transactions in China,and the relevant administrative organs will also face new challenges in the supervision.When there is a dispute,because the legal relationship of the main body of live broadcast goods is not clear,consumers can not accurately determine the subject of responsibility,which makes it difficult for consumers to find the right object of responsibility,and consumers will have problems in safeguarding their rights.In order to ensure the healthy and orderly development of the live broadcasting industry,we need to get rid of the obstacles of consumer rights protection,strengthen the supervision and management of the live broadcasting industry,and effectively protect the rights and interests of consumers in the live broadcasting.Therefore,this paper studies the protection of consumers’ rights and interests in live broadcast with goods.