중국 라이브 커머스(Live Commerce)의 문제점과 개선 방안 - ‘疯狂小杨哥’ 라이브 커머스 사례를 중심으로

Abstract

This paper analyzes the development and current status of the live commerce industry in China, investigating its major issues. While live commerce offers consumers intuitive and convenient shopping experiences, it suffers from problems such as false advertising, product quality issues, and inadequate post-purchase services. Particularly, through the case study of ‘Crazy Little Yang Ge’, a prominent host on TikTok’s live commerce, the paper deeply examines the problem of false advertising due to information asymmetry. Findings reveal that manufacturers sometimes use substandard ingredients to cut costs and neglect quality responsibilities despite poor hygiene conditions. Additionally, hosts deceive consumers with false advertising during product promotion and fail to address consumer concerns adequately, leading to consumer harm and difficulties in rights protection. The paper suggests enhancing corporate social responsibility among manufacturers, maintaining transparency and truthfulness among hosts, improving consumer discernment, establishing mechanisms for consumer rights protection on e-commerce platforms, and addressing shortcomings in government supervision as remedies for these issues.