Research on Consumer Fraud in Live E-Commerce

DOI: https://doi.org/10.62517/jbm.202509619

Author(s)

Mei Shi

Affiliation(s)

Qingdao Huanghai University, Qingdao, Shandong, China

Abstract

With the rapid development of live-streaming e-commerce, its interactive and real-time features have not only innovated consumption patterns but also given rise to new forms of consumer fraud, such as exaggerated advertising, data falsification, price fraud, "big data-driven price discrimination," and deliberate concealment of key product information. These behaviors seriously infringe upon consumers' rights to information, fair transactions, and property, disrupt market order, and, due to their immediacy, concealment, and multi-party involvement, pose numerous challenges in judicial determination and regulation. This paper systematically analyzes the legal elements of consumer fraud in live-streaming e-commerce, discussing subjective intent, objective conduct, causality, and harmful consequences. In response to current regulatory dilemmas, it proposes governance pathways such as clarifying the responsibilities of all parties in e-commerce, refining the identification standards for fraudulent behaviors, improving relevant legal interpretations, and strengthening cross-departmental collaborative supervision. Furthermore, the study constructs a collaborative governance framework of "legal regulation, platform self-discipline, and social co-governance," aiming to provide theoretical references and practical guidance for standardizing the order of the live-streaming e-commerce market, effectively safeguarding consumer rights, and promoting the healthy and sustainable development of the industry.

Keywords

Live-Streaming E-Commerce; Consumer Fraud Behavior; Subjective Elements; Objective Elements; Causality

References

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