Research On Development Status And Countermeasures Of Live Streaming E-Commerce Supervision

Live streaming e-commerce is a new sales form evolved by the traditional marketing means with the support of Internet technology.It reconstructs the relationship between "people,goods and field" and creates huge economic value.In the post-epidemic era,when everything can be streamed live,compared with traditional marketing methods,live streaming e-commerce has shown its huge market potential.However,in the past two years,news reports have also exposed many issues,including the data falsification of Xueli,the Xinba fake bird’s nest incident,and the sale of fake wine by Gazi.Faced with the problem of endless live streaming e-commerce,the government and regulatory departments have introduced many regulatory systems to improve regulation.However,the online world is rapidly changing,and regulatory methods are outdated when introduced,making it inevitable that policy formulation cannot take into account situations.Moreover,relying on a single government entity governance model is not practical and can easily lead to resource waste.Therefore,in addition to the government,the regulatory entities for live streaming e-commerce also need to include many participants such as live streaming platforms,broadcasters,consumers,and the public.Only by fully leveraging the advantages of each entity and constructing a collaborative governance mechanism for mutual supervision and cooperation can we promote the healthy and orderly development of live streaming e-commerce.This paper takes the supervision of live streaming e-commerce as the research object,mainly studies the current situation and existing problems of live streaming e-commerce from the perspective of government supervision,and strives to build a regulatory system that guarantees the abandonment of negative externalities and long-term,sustainable and benign development of live streaming e-commerce.Based on various theories such as government regulation theory,public interest theory and collaborative governance theory,this paper conducts cross-research from different perspectives and adopts qualitative and quantitative methods such as microblog crawler,survey questionnaire and in-depth interview to analyze the current situation and problems of the supervision of webcast carry-on in China,find out the root causes of the problems of webcast carry-on in China and put forward countermeasures.The research found that there are some problems in live streaming ecommerce,such as imperfect laws and regulations,unclear rights and responsibilities of regulatory bodies,low self-discipline of platforms,and weak awareness of public supervision.The level of government supervision of online live broadcasting can be improved by improving laws and regulations of online live broadcasting,perfecting the government supervision system of online live broadcasting,improving the selfdiscipline of online live broadcasting platform,mobilizing the public to participate in the supervision of online live broadcasting and other supervision mechanisms.