电商平台算法价格歧视行为的法律规制研究

Research on the Legal Regulation of the Price Discrimination Behavior of the E-Commerce Platform Algorithm

摘要: 随着数字经济发展，电商平台算法价格歧视行为引发关注。电商平台算法价格歧视行为由算法与价格歧视结合而成，其借助数据搜集机制、消费者画像机制及个性化营销与定价机制对市场环境和消费者权益产生影响。虽算法与价格歧视本身不违法，但该行为的违法实质是经营者滥用市场支配地位致信息不对等与利益失衡。我国现有法律虽有相关规定，但在规制上面临个人信息处理缺乏约束、算法应用监管不足、权利救济存在缺陷等困境。为此，应明确电商平台使用个人信息须获明确授权、确立使用消费者信息的基本准则、实现电商平台分类分级监管、完善消费者救济机制，以此规范电商平台行为，维护市场秩序和消费者权益，以应对数字时代挑战。

Abstract: With the development of digital economy, the price discrimination behavior of e-commerce platform algorithm has attracted attention. It is a combination of algorithm and price discrimination, and has an impact on the market environment and consumer rights and interests with the help of data collection mechanism, consumer portrait mechanism and personalized marketing and pricing mechanism. Although the algorithm and price discrimination itself are not illegal, the illegal essence of this behavior is that the operators abuse the dominant market position resulting cause information asymmetry and imbalance of interests. Although the existing laws in China have relevant provisions, they are faced with difficulties such as lack of constraints on personal information processing, insufficient supervision of algorithm application, and defects in right relief. The following measures should be implemented to: mandate explicit authorization for e-commerce platforms to use personal information; establish fundamental principles governing consumer data usage; enforce categorized and tiered regulatory frameworks for platform supervision; strengthen consumer redress mechanisms; thereby ensuring standardized platform operations, safeguarding market order and consumer rights, and addressing challenges in the digital economy era.