数字平台算法价格歧视行为法律规制的困境与出路

Dilemma and Solution for Legal Regulation of Price Discrimination Behavior by Digital Platform Algorithms

摘要: 随着数字经济时代智能技术的迅猛发展，算法自主获取信息的能力显著增强。算法自动化决策工具的使用使得数字平台经营者愈加依赖大数据及算法程序开展营销活动。在此过程中算法价格歧视问题日益凸显，在给用户带来一定程度便利的同时，由算法引发的侵害用户权益问题也频繁出现。对消费者权益、市场竞争秩序和社会公平造成了严重冲击。鉴于此，通过对数字平台算法价格歧视行为的法律规制现状进行分析，提出应构建统一的法律规制体系，创新治理模式等建议。为促进数字平台交易行为、保护消费者合法权益、维护市场秩序、推动算法等新技术有序、健康、可持续发展提供有效对策，为数字经济注入更多动力。

Abstract: With the rapid development of intelligent technology in the digital economy era, the ability to independently obtain information on algorithms has increased significantly. The use of algorithm automation decision tools makes digital platform operators more dependent on big data and algorithm programs to carry out marketing activities. In the process, the issue of algorithm price discrimination is increasingly prominent. While bringing a certain degree of convenience to users, the issue of infringement of user rights caused by algorithms also frequently occurs. It has caused a serious impact on consumer rights, market competition, and social fairness. In view of this, analyze the status quo of the legal regulation of the digital platform algorithm price discrimination behavior, and propose suggestions such as a unified legal regulation system and innovative governance model. It provides effective countermeasures to promote the orderly, healthy, and sustainable development of new technologies such as digital platform trading behaviors, protect the legitimate rights and interests of consumers, maintain market order, and promote algorithms, and inject more motivation into the digital economy.