【摘要】 随着网络的普及，直播成为社群网站的新形态。社群+直播的营销方式成为电子商务的新兴渠道。直播购物通过科技的协助，以网络红人及明星作为直播营销的主要策略，创造商家与消费者之间的互动形式。网红、明星与消费者的沟通，不但可以降低粉丝对于植入性广告的抗拒感，更能为商品在社群上散播更大的感染力。因为消费者进入直播间去购买相关产品，是基于对于主播的一种信任或者是类似追粉状态去进行的购买行为。这种情况下主播是否要对用户购买的或是他所推销的或证明的一些商品的质量问题去承担相应的法律责任，需要深入剖析直播带货中的相关法律关系。更多还原

【Abstract】 With the popularity of the Internet, E-commerce livestreaming has become a new form in social group website. The marketing way of social group+livestreaming has become a new channel of E-commerce. With the assistance of technology, livestreaming salesmen create an interactive form between merchants and consumers by the main strategy of using Internet celebrities and stars. The communication between Internet celebrities, stars and consumers can not only reduce the resistance of fans to the placement of advertising, but also spread a greater appeal for the goods in social group. consumers’ behavior by going into the broadcasting room to buy related products is based on a kind of trust for the anchor or a similar status of chasing fans. In this case, whether the anchor should bear the corresponding legal responsibility for the quality of some commodities purchased by users, as well as commodities promoted or proved by him needs discussion. It is necessary to deeply analyze the relevant legal relations in the livestreaming sales.更多还原