An Analysis of the Responsibility Dilemmas Faced by the Subjects in Live-Streaming E-Commerce from the Perspective of Business Ethics

随着直播带货规模的扩大，其毁灭性也随创新性而至。虚假宣传、产品质量缺陷、数据造假、售后服务缺失等问题的频发，引发了社会的广泛关注。从企业伦理角度出发，深入剖析直播带货中企业、主播等主体面临的责任困境，并提出针对性解决对策，不仅能保护经济活动相关者的合法权益，还能规范直播带货行业的秩序，为经济增长做出持续性贡献。As the scale of live-streaming e-commerce expands, its destructiveness has emerged alongside its innovativeness. Frequent issues such as false propaganda, product quality defects, data fraud, and lack of after-sales service have attracted widespread social attention. From the perspective of business ethics, deeply analyzing the responsibility dilemmas faced by entities such as enterprises and anchors in live-streaming e-commerce and proposing targeted solutions can not only protect the legitimate rights and interests of stakeholders but also regulate the order of the live-streaming e-commerce industry and make a sustainable contribution to economic growth.