“大数据杀熟”的欺诈认定与法律规制路径

Determination of Fraud and Legal Regulatory Paths of “Big Data Price Discrimination”

摘要: 算法与数据推动平台经济发展的同时，催生“大数据杀熟”这一隐蔽性价格歧视行为。平台将用户敏感信息嵌入定价算法，对同一商品或服务实行同物不同价，其行为契合欺诈行为的构成要件，既侵害消费者知情权与公平交易权，又破坏市场竞争秩序。《消法》第55条虽有惩罚性赔偿规定，但未明确规定平台负有价格差异告知义务及举证责任等，消费者存在固定证据难，维权成本高的困境。对此，本文提出明确平台的价格差异告知义务、界定欺诈行为的认定标准、转移举证责任等路径，推动交易市场的公平透明。

Abstract: While algorithms and data drive the development of the platform economy, they have also given rise to the concealed price discrimination practice of “big data price discrimination”. Platforms embed users’ sensitive information into pricing algorithms and apply different prices for the same product or service. Such behavior meets the constituent elements of fraudulent acts, as it not only infringes on consumers’ right to information and right to fair trade, but also undermines the order of market competition. Although Article 55 of the Consumer Rights Protection Law stipulates punitive damages, it does not explicitly require platforms to assume obligations such as disclosing price differences and undertaking the burden of proof. As a result, consumers face difficulties in preserving evidence and bear high costs for safeguarding their rights. In response, this paper proposes measures including clarifying platforms’ obligation to disclose price differences, defining the criteria for determining fraudulent acts, and shifting the burden of proof, so as to promote fairness and transparency in the trading market.