Research On Legal Regulation Of “Live Broadcasting With Goods” In The Post-Epidemic Era

In recent years,with the continuous progress of science and technology,and the national policy of encouraging and promoting small and medium-sized enterprises and self-entrepreneurship,more and more subjects have joined the live streaming of goods on Internet platforms.In the context of the outbreak of COVID-19 at the end of 2019,the economy of China and even the world has been greatly affected.There is no doubt that live streaming has created a new growth point for China’s economy in the period of economic depression.Thanks to the marketing feature of interactive shopping without leaving home,consumers can still shop online during the continuous home quarantine period.Livestreaming with goods,a new online sales model,has gradually become a new economic model.Behind the continuous and rapid development of live streaming and data prosperity,many legal problems that need to be solved are exposed: false and exaggerated propaganda of live streaming and goods;The quality of the goods actually received is very different from the broadcast product publicity;It is difficult to guarantee consumers’ after-sales service and there is no way to protect their rights;Live with cargo flow fraud,data fraud and other chaos intensified.In 2021 China consumer association survey of "live electrical business online shopping consumer satisfaction survey statistics," don’t use the live broadcast of the cause of the electricity business shopping "in the top two,respectively," worry is no guarantee the quality of "(ranked first,accounting for 60.5%)and"worry about after-sale problems "(the second,44.8%),these negative data are also a wake-up call for the emerging industry of live streaming goods.As an effective force of the Internet economy,while showing its vitality,it should focus on the legal regulation under its rapid development,and move forward steadily on the orderly legal track,which is conducive to the steady and healthy development of the industry.This paper analyzes the participants and main business models of live streaming cargoes,compares relevant foreign legal systems,and finally makes an in-depth analysis based on the current situation and dilemma of live streaming cargoes in China,and puts forward legal regulation suggestions with practical significance.The paper is divided into five chapters:Chapter one is the introduction,which introduces the research background and significance,relevant literature review,research methods,innovations and shortcomings of this paper.The second chapter is an overview of live delivery,which elaborates the legal concept of live delivery.Through the development status and trend of live delivery in China,it analyzes the participants of live delivery,the main business model and the legal relationship under the business model,so as to build a theoretical basis for the proposal of legal regulation in the following article.The third chapter,based on the investigation of relevant foreign systems,takes the United States,Germany and The United Kingdom as examples,analyzes relevant foreign legal regulation modes,and seeks for the reference of foreign legal experience for China’s legal regulation of live delivery of goods.The fourth chapter analyzes the key issues and the outstanding problems existing in China’s current legal regulation of live streaming goods and the plight of the industry.The fifth chapter is to solve the above difficulties and shortcomings as the starting point and foothold,put forward relevant legal regulation suggestions,for China’s live freight economic legal construction innovation path.Chapter six is the conclusion.