Problems and Solutions in Live-Streaming E-Commerce

直播电商作为电子商务领域的新兴业态，已经成为了推动行业发展的重要引擎。这种新型商业模式通过实时互动的形式，不仅为消费者打造了沉浸式购物体验，还为行业注入了创新性活力。然而，随着直播电商的快速扩张，许多弊病也逐渐显露：主播虚假宣传、平台数据造假、用户冲动消费等。究其根本，既有行业内部短期逐利思想的驱动，也有监管滞后、消费者认知错误的外在缘由。针对这些发展瓶颈，本文从内外两个维度提出解决路径：一方面完善外部监管机制，另一方面加强行业自我约束。期望构建政府主导、平台负责、商家自律、消费者理性的多方协同格局，共同营造良好的行业生态，助力直播电商步入规范、健康、可持续的发展轨迹。Live-streaming e-commerce, as an emerging business form in the field of e-commerce, has become an important engine driving the development of the industry. This new business model, through real-time interaction, not only creates an immersive shopping experience for consumers but also injects innovative vitality into the industry. However, with the rapid expansion of live-streaming e-commerce, many drawbacks have gradually emerged: false promotion by live-streamers, data falsification by platforms, and impulsive consumption by users, etc. At its core, it is driven by both the short-term profit-seeking mentality within the industry and external reasons such as lagging regulation and incorrect consumer perception. In response to these development bottlenecks, this paper proposes solutions from both internal and external dimensions: on the one hand, improve the external regulatory mechanism; on the other hand, strengthen the self-restraint of the industry. It is expected to build a multi-party collaborative pattern led by the government, responsible by the platform, self-disciplined by merchants and rational by consumers, jointly create a favorable industry ecosystem, and help live-streaming e-commerce enter a standardized, healthy and sustainable development track.