Analysis of Consumers’ Predicaments and Solution Paths in Live-Streaming E-Commerce

直播带货作为新型商业模式正在快速改变消费生态，融合创新了娱乐与消费的新型模式重构了商业生态。然而，在头部主播单场销售额破百亿的光鲜背后，虚假宣传、货不对板、售后推诿等问题持续发酵。直播带货投诉量日益增长，揭示出繁荣表象下的系统性风险，本文通过解构消费者面临的深层困境，探索多方协同治理的可行路径。Live-streaming e-commerce, as a new business model, is rapidly transforming the consumption ecosystem, integrating entertainment and consumption in a novel way and reconstructing the commercial landscape. However, behind the glamorous image of top streamers achieving sales of over 10 billion yuan in a single session, problems such as false advertising, mismatched products, and evasive after-sales service persistently escalate. The increasing number of complaints about live-streaming e-commerce reveals the systemic risks beneath the prosperous facade. This article deconstructs the deep-seated predicaments faced by consumers and explores feasible paths for multi-party collaborative governance.