“大数据杀熟”背景下消费者公平交易权的保护研究

Research on the Protection of Consumer’s Fair Trade Right in the Context of “Big-Data-Enabled Price Discrimination”

摘要: 在当代社会，大数据技术的迅速发展与应用已成为驱动经济增长和社会进步的关键力量。随着大数据在电商平台的广泛使用，“大数据杀熟”现象越来越普遍。商家利用大数据及算法分析用户行为和偏好，目的是对不同消费者群体采取不同的价格策略，进而实现其利润的最大化。虽然这种做法在短期内可能提高电商经营者企业的效益，但从长远来看，它却对消费者权益构成了严重威胁，尤其侵犯了消费者的公平交易权。在这一背景下，保护消费者的公平交易权成为当务之急。然而，当前的法律法规和监管措施在应对“大数据杀熟”问题上仍显不足。因此，通过分析“大数据杀熟”的运营模式、当前法律规制现状及在保护消费者公平交易权中存在的困境，提出了矫正信息滥用现象，加强对算法技术的监管，并对算法定价机制进行规范和加快相关领域立法进度的对策，以期达到数据合理合规使用及消费者公平交易权的平衡。

Abstract: In contemporary society, the rapid development and application of big data technology has become a key driver of economic growth and social progress. With the widespread use of big data on e-commerce platforms, the phenomenon of “big-data-enabled price discrimination” is becoming increasingly prevalent. Merchants use big data and algorithms to analyze user behavior and preferences, aiming to implement different pricing strategies for different consumer groups, thereby maximizing their profits. While this practice may improve e-commerce operators’ profitability in the short term, it poses a serious threat to consumer rights in the long term, particularly infringing on consumers’ fair trade rights. Against this backdrop, protecting consumers’ fair trade rights has become a top priority. However, current laws, regulations, and regulatory measures remain insufficient in addressing the issue of “big-data-enabled price discrimination”. Therefore, by analyzing the operational models of “big-data-enabled price discrimination”, the current status of legal regulations, and the difficulties faced in protecting consumers’ fair trade rights, this paper proposes countermeasures to address information abuse, strengthen oversight of algorithmic technology, standardize algorithmic pricing mechanisms, and accelerate legislation in related areas, hoping to achieve a balance between the reasonable and compliant use of data and consumers’ fair trade rights.