金价大涨催生电商拒发潮，直播间购金该注意啥？

Core Insights - International gold prices have surged over 51% this year, leading to increased consumer interest in purchasing gold products both online and offline [3] - However, this surge has also resulted in a rise in consumer complaints regarding delayed shipments and quality issues of gold products purchased online [3][4] - The rapid increase in gold prices has caused inventory shortages among merchants, contributing to delays in fulfilling orders [3] Consumer Behavior - Consumers are increasingly turning to online platforms for gold purchases, but many face challenges such as late deliveries and quality concerns [3][4] - Young consumers are adopting new purchasing strategies, such as "small-scale gold accumulation," where they buy small amounts of gold regularly to meet both aesthetic and investment needs [5][6] Regulatory and Legal Aspects - There are clear regulations regarding the quality assurance of online gold sales and consumer rights for returns and exchanges, but the complexity of online transactions makes it harder for consumers to assert their rights [4] - Consumers are advised to verify the qualifications of merchants and be cautious of additional payment conditions when purchasing gold online [4] Market Dynamics - The current market environment is characterized by volatile gold prices, prompting consumers to adopt a "buy high, not low" mentality, which necessitates a rational approach to purchasing decisions [4]