摘 要：
直播带货作为一种新兴的商业模式，在快速发展的同时伴生着商业混淆等不正当竞争问题。本文聚焦直播带货场景下的商业混淆法律规制问题，通过典型案例系统分析其在行为表现和认定逻辑的特殊性，并基于直播带货的参与主体（直播平台经营者、直播间运营者、主播、直播服务机构）在身份上存在交叉和重合的现实，分层厘清各方承担责任的边界，根据各主体的实际角色分工差异化认定其法律责任。
关键词：直播带货；不正当竞争；商业混淆
Abstract:
Live-streaming e-commerce, as an emerging consumption model, has developed rapidly while also giving rise to issues of unfair competition such as commercial confusion. This paper focuses on the legal regulation of commercial confusion in the context of live-streaming e-commerce. Through a systematic analysis of typical cases, it examines the particularities in the behavioral manifestations and determination logic of commercial confusion. Given the overlapping and intersecting identities of the participants in live-streaming e-commerce, including live-streaming platform operators, live-streaming room operators, hosts, and live-streaming service agencies, this paper clarifies the boundaries of responsibility for each party in a different manner. The legal responsibilities of each subject should be differentiated based on their actual role divisions.
Keywords: Live-streaming E-commerce; Unfair Competition; Commercial Confusion
--
