Study on Improvement of Home Shopping Broadcasting Regulations

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Key Points

The aim is to suggest improvements to broadcasting regulations in the domestic home shopping industry based on its current status.
Analyzed various forms of home shopping channels including TV, data, and live commerce.
Conducted in-depth interviews and surveys with industry professionals.
Evaluated regulatory frameworks related to consumer protection and advertising.
TV and data home shopping maintain significant sales but face growth decline due to fee increases and advertising revenue drops.
Current regulations exist for consumer protection but violations like misleading advertisements persist.
Live commerce expands market diversity but reveals regulatory gaps in existing frameworks.

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Analysis suggests improvements in broadcasting regulations for better consumer protection in home shopping channels, indicating key regulatory gaps.

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Ci et al. (2026) studied this question.

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