Research On Legal Issues Of Consumer Rights Protection Based On Online Live Shopping

In 2020,the Ministry of Human Resources and Social Security and other departments released a batch of new occupation lists,including Internet marketers.An Internet marketer refers to a person who uses the communication ability and interactivity of the network to market and promote various products on multiple platforms on an information network platform,including but not limited to live broadcast salespersons.So far,with the official conversion of online anchors,online live shopping,which has been around for only a few years,has never been known to become a household name.At the beginning of 2020,my country was hit by the new crown pneumonia epidemic.Long-term home isolation,repeated epidemics from time to time,and the inappropriateness of large-scale movement of people made many offline physical stores and merchants experience non-operating and no income from time to time.state,and the emergence of online live shopping just broke this situation.It connected merchants and consumers across the air,so that people who were isolated at home not only felt the support of the outside world,but also made people who stay at home receive offline merchandise.This new business format not only activates the endogenous driving force of economic growth and alleviates the economic downturn caused by the epidemic,but also brings a little joy to people who are isolated at home and relieves the tension caused by the epidemic.It has become the most popular shopping method at the moment,and its potential is infinite and immeasurable.The country’s vigorous development of 5G and other technologies has promoted the development of this online live shopping economy and changed people’s original shopping patterns.However,with the rapid development of the online live shopping industry,various industry chaos such as false advertising,worrying product quality,lack of after-sales service,false price cuts,data fraud,and personal information leakage have also been exposed.The state’s protection of the legitimate rights and interests of consumers has hindered the healthy and stable development of the online live shopping industry.This paper takes the related rights that consumers may be infringed in the online live shopping mode as the starting point,and takes the improvement of the legal problems existing in the online live shopping as the starting point.Through the application of research methods such as literature research method,it puts forward suggestions,and finally achieves the protection of consumption.the purpose of the legitimate rights and interests of the users.The author firstly sorts out and analyzes the meaning,characteristics and manifestations of online live shopping,and summarizes the specific content of the relevant laws and regulations that can regulate the online live shopping industry.Secondly,by analyzing the development status and typical cases of online live shopping,it summarizes the industry chaos faced by the online live shopping in my country at this stage,the division of labor is not clear and in place,the role of participants is difficult,and consumers are not guaranteed after-sales,etc.question.Finally,by summarizing and drawing lessons from the experience of the United States,Japan and the European Union,which are relatively advanced countries and regions in consumer rights protection,several targeted suggestions are put forward.The author believes that in terms of legislation,my country should improve relevant laws and regulations and establish an industry autonomy mechanism.In terms of supervision,a multi-coordinated supervision model for online live shopping should be established,and the responsibilities and obligations of relevant subjects should be clarified.At the same time,consumers should be improved.Only in this way can we better promote the healthy and orderly development of the trading market in my country’s network environment in the future.