On the Problems of Live-Streaming E-Commerce and Their Governance Countermeasureses

互联网经济下的直播电商极大地满足了大量网民在家就能进行沉浸式消费的需求，消费者拥有比之前更广泛的购物选择空间，增强了消费者消费行为的可选择性。但是直播电商的快速发展也暴露出直播电商主播良莠不齐、带货虚假宣传、直播模式和内容缺乏创新及处罚监管难等问题。针对直播电商行业的乱象，我们应当提高主播业务素养，强化主播职业伦理；加强产品质量把控，提高售后服务水平；鼓励直播内容创新，避免内容同质化；加强电商直播监管，加强法律保障。通过上述治理对策规范直播电商行业的发展，促进直播电商行业建康、持续、有序发展。The live-streaming e-commerce under the Internet economy has greatly met the demands of a large number of netizens to conduct immersive consumption at home. Consumers now have a broader range of shopping choices, enhancing the selectivity of their consumption behavior. However, the rapid development of live-streaming e-commerce has also exposed problems such as uneven quality of live-streaming e-commerce hosts, false promotion of goods, lack of innovation in live-streaming models and content, and difficulties in supervision and punishment. To address the chaos in the live-streaming e-commerce industry, we should improve the professional quality of hosts, strengthen their professional ethics; enhance product quality control and improve after-sales service levels; encourage innovation in live-streaming content and avoid content homogenization; strengthen supervision over e-commerce live-streaming and provide legal guarantees. Through the above governance measures, we can regulate the development of the live-streaming e-commerce industry and promote its healthy, sustainable and orderly growth.