Legal Dilemmas and Countermeasures of Consumers’ Right of Claim in Online Live Commerce

随着网络直播带货模式的兴起，通过直播间购物已经成为了时下人们流行的生活方式。但是由于网络直播带货作为一种新型的网络购物模式，存在法律法规滞后、主播虚假宣传、平台监管不力等问题导致消费者求偿权难以实现。本文通过分析网络直播带货中消费者主要面临的消费者举证困难、赔偿标准不明确、责任主体不明确和相关法律法规不完善等法律困境，提出保障“消费者反悔权”、明确主体责任分配、完善救济途径、完善法律法规等对策。With the rise of the online live commerce model, shopping through live streaming rooms has become a popular lifestyle. However, as a new form of online shopping, online live commerce faces issues such as lagging laws and regulations, false advertising by hosts, and inadequate platform supervision, making it difficult for consumers to realize their right to claim. This paper analyzes the main legal dilemmas faced by consumers in online live commerce, including difficulties in providing evidence, unclear compensation standards, ambiguous liability subjects, and incomplete relevant laws and regulations. It proposes countermeasures such as safeguarding the “consumer’s right of withdrawal,” clarifying the distribution of liability, improving relief mechanisms, and refining legal regulations.