互联网平台个性化定价行为的违法性界定及事前规制

Definition of Illegality and Pre-Event Regulation of Personalized Pricing Practices on Internet Platforms

摘要: 个性化定价是平台经营者借助数据和算法进行价格歧视的行为，其本质应当被界定为价格歧视，在经济学和法学上具有双重效应，经济学上个性化定价可以使得经营者获得利润最大化，而从法学视角检视，个性化定价会对消费者、经营者、社会整体福利产生负面效应，因此需要对个性化定价的违法性进行界定。个性化定价以消费者作为歧视对象，算法和数据的使用方式产生的效果、平台的规模大小及是否具有垄断地位是该定价行为是否具有违法性的认定标准。由此可以将个性化定价区分为：平台–支配、平台–非支配，非平台–支配，非平台–非支配四种情况。由于数字经济的特征，为了规范平台经营者数据收集及算法使用，除了《反垄断法》对个性化定价的事后规制，还需要做好与《个人信息保护法》的衔接，增强算法的透明度，做好事前规制的构建。

Abstract: Personalized pricing refers to price discrimination by platform operators with the help of data and algorithms, and its essence should be defined as price discrimination, which has dual effects in economics and law. In economics, personalized pricing can enable operators to maximize profits, while from the perspective of law, personalized pricing will have negative effects on consumers, operators and the overall welfare of society. Therefore, it is necessary to define the illegality of personalized pricing. Personalized pricing takes consumers as the object of discrimination, the effect of the use of algorithms and data, the scale of the platform and whether it has a monopoly position are the criteria for determining whether the pricing behavior is illegal. It can be said that personalized pricing is divided into four cases: platform-dominated, platform-non-dominated, non-platform-dominated, and non-platform-non-dominated. Due to the characteristics of the digital economy, in order to regulate the data collection and algorithm use of platform operators, in addition to the post-regulation of personalized pricing under the Anti-Monopoly Law, it is also necessary to do a good job of connecting with the Personal Information Protection Law, enhancing the transparency of algorithms, and building pre-regulation.