Author(s)

Yunyun Ding ¹

Affiliation(s)

¹ Anhui University of Finance & Economics, Bengbu, Anhui, 233030, China

Corresponding Author

Yunyun Ding

ABSTRACT

This article studies the protection of consumers' right to know in live streaming sales. Firstly, the rise and development trend of live streaming sales in the e-commerce field were outlined, and the challenges faced by consumers' right to know in the process of live streaming sales were analyzed, such as information asymmetry, false advertising, and product quality issues. Next, the importance of protecting consumers' right to know and its impact on consumers, businesses, and the market were discussed. Finally, measures were proposed to improve the protection of consumers' right to know, including strengthening regulatory measures, improving laws and regulations, and promoting platform responsibility, in the hope of providing some reference for consumers.

KEYWORDS

Live streaming with goods; Consumers' right to know; Information asymmetry; False publicity

CITE THIS PAPER

Yunyun Ding, Research on the Protection of Consumers' Right to Know in Live Streaming. Journal of Sociology and Ethnology (2023) Vol. 5: 121-126. DOI: http://dx.doi.org/10.23977/jsoce.2023.050419.

REFERENCES

[1] Tang Shiqi. Realistic Difficulties and Legal Choices in Consumer Rights Protection in Online Live Marketing [J]. China Business Review, 2023, (08): 68-70.
[2] Wang Yi. E-commerce live streaming, psychological contract, and consumer stickiness [J]. Business Economics Research, 2023, (06): 123-126.
[3] Zhang Yujie, Zhong Bin. Research on Legal Regulations of Online Live Marketing [J]. Journal of Chongqing University of Science and Technology (Social Science Edition), 2023, (02): 57-63.
[4] Li Shunna. Protection of Consumers' Right to Know in Online Live Streaming [J]. China Economic and Trade Journal (China), 2020, (08): 171-172.

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