“大数据杀熟”的经济效应及其伦理问题探析

An Analysis of the Economic Effects and Ethical Issues of “Price Discrimination through Big Data”

摘要: 大数据杀熟作为价格歧视的一种高级实现形式，对消费者行为、市场竞争秩序以及宏观经济都带来了不小的影响。由于大数据杀熟可能会侵害消费者权益并严重影响市场秩序，因此大数据杀熟理应受到规制。不过，仅仅从经济学角度考虑，对大数据杀熟进行规制的理由其实是并不充分的。因此，本文借助义务论伦理学的思想资源，尤其是德国哲学家康德的伦理思想，试图廓清对大数据杀熟进行规制的伦理基础。本文认为在没有侵犯消费者权利的某些情况下，作为价格歧视形式之一的大数据杀熟可以被认为是合理的，关键在于，这种价格歧视的实施是否基于公平、透明和非歧视性的原则，以及是否尊重消费者的权益和选择。

Abstract: As an advanced form of price discrimination, Price discrimination through big data (PDBD), which brings considerable impact on consumer behaviour, market competition order and macroeconomics. As it may infringe on the rights and interests of consumers and seriously affect the market order, PDBD deserves to be regulated. However, just from the perspective of economics, the rationale for regulating PDBD is actually not sufficient. Therefore, this paper attempts to clarify the ethical basis for the regulation of PDBD with the help of the ideological resources of deontological ethics, especially the ethical thoughts of the German philosopher Kant. The paper argues that PDBD can be considered justified in certain circumstances where there is no infringement of consumer rights, and that the key lies in whether the implementation of PDBD is based on the principles of fairness, transparency and non-discrimination, as well as whether it respects the rights and choices of consumers.