Abstract: Taking the modes of live-streaming sales of different subjects as the research object, the goods selling modes and effects of mainstream media, local officials, stars, internet celebrities, amateurs, entrepreneurs and virtual anchors were discussed. And on this basis, the mode and effect of linkage live broadcast of “mainstream media + internet celebrities” “stars + internet celebrities” and “live anchors + virtual anchors” were deeply analyzed. The study found that there were problems in the live streaming sales, such as the false sale of goods by the anchor, the low grade of live broadcast content, and the difficulty of protecting consumers' rights, and countermeasures and suggestions were put forward from the anchor, platform, judicial, law enforcement and consumers.

Key words: live-streaming sales, mode and effect, fan economy