Research On Product Quality Responsibility In Webcast Marketing

Webcast marketing,commonly known as "live commerce",is currently in a period of rapid development in China.As an emerging marketing model,although it has more advantages than the previous e-commerce model,it is more complex and difficult in product quality disputes and consumer rights and interests protection because it involves many subjects,has both the nature of sales and advertising,and has the difference between "self-broadcasting" and "hire-broadcasting" modes.In this context,taking the assumption of civil liability for product quality in webcast marketing as the research content and from the perspective of the advertising law,With regard to its two modes of "self-broadcasting" and "hire-broadcasting",this paper discusses whether each subject of webcast marketing should bear civil liability for product quality,as well as the basis,methods and reasons for bearing civil liability for product quality in the case of legitimate and false advertising,In particular,it makes a jurisprudential analysis on the responsibility of live broadcast marketers,which is more controversial in practice.Taking the public welfare live broadcast marketers and celebrities who are the "platform" of live broadcast marketers as examples,this paper discusses the civil liability of product quality of special subjects that may be involved in online live broadcast marketing in legal theory.The research results have certain guiding or reference significance for the protection of consumers’ rights in webcast marketing cases and the legal application of civil liability disputes over product quality.