A Study on False Promotion in Live Streaming E-Commerce

随着互联网技术的飞速发展和普及，直播带货作为新兴的电子商务模式迅速崛起，成为拉动经济增长的重要力量。直播带货作为数字技术赋能的新型消费形态，其即时性、沉浸式传播特性重构了传统商业宣传的运作逻辑。这一新型营销方式改变着人们的消费习惯，然而繁荣发展的背后也存在着诸如虚假宣传等问题，整治直播带货的行业乱象刻不容缓。本文分析了电商平台直播带货的现实问题和挑战，研究并提出对电商平台、带货主播以及消费者三方主体行之有效的建议，以期规范直播行业乱象，实现行业自治，维护消费者合法权益，为电商直播健康发展保驾护航。With the rapid development and popularization of Internet technology, live streaming has risen rapidly as an emerging e-commerce model and has become an important force driving economic growth. As a new form of consumption enabled by digital technology, the real-time and immersive communication characteristics reconstruct the operation logic of traditional commercial publicity. This new marketing method is changing people’s consumption habits, but there are also problems such as false publicity behind the prosperity and development, and it is urgent to rectify the chaos of the industry with live broadcast. This paper analyzes the practical problems and challenges of live streaming on e-commerce platforms, studies and puts forward effective suggestions for the three main bodies of e-commerce platforms, streamers and consumers, in order to standardize the chaos of live streaming industry, achieve industry autonomy, safeguard the legitimate rights and interests of consumers, and protect the healthy development of live streaming of e-commerce.