公共价值视域下电商平台“大数据杀熟”的成因与监管路径

Causes and Regulatory Pathways of “Big Data Price Discrimination” on E-Commerce Platforms from the Perspective of Public Value

摘要: 随着数字经济的深入发展，电商平台“大数据杀熟”行为日益泛滥，这不仅侵害了消费者权益，更对市场公平秩序构成严峻挑战。本研究从公共价值理论视角系统剖析“大数据杀熟”的成因并提出治理路径，以期为规范算法权力、重塑数字市场的公平与透明提供理论参考和政策建议。研究首先将“大数据杀熟”界定为一种算法技术赋能下的一级价格歧视，并运用公共价值理论框架，从公平性、透明性、可问责性与隐私保护四个维度剖析其对公共价值的系统性偏离；进而从内部动因与外部动因两个层面，深入探究其背后的复杂成因；并在此基础上构建了一个“政府主导–平台履责–社会监督”的多元协同治理体系。研究表明，“大数据杀熟”本质是算法权力失控导致的公共价值侵蚀，其有效治理必须超越传统单一监管模式。政府应通过完善专项立法、构建智慧监管体系强化制度供给；平台需通过推动算法透明化、建立内部伦理审查机制履行主体责任；社会则应通过培育第三方监督力量、提升消费者数字素养形成外部约束。唯有通过三方的协同发力，将公共价值内嵌于算法治理全周期，才能从根本上矫正价值偏离，推动电子商务市场走向健康、可持续的未来。

Abstract: With the rapid advancement of the digital economy, “big data price discrimination” by e-commerce platforms has become increasingly prevalent. This practice not only infringes upon consumer rights but also poses a serious challenge to market fairness. From the theoretical perspective of public value, this study systematically analyzes the causes of “big data price discrimination” and proposes governance pathways, aiming to provide theoretical insights and policy recommendations for regulating algorithmic power and reshaping fairness and transparency in the digital market. The research first defines “big data price discrimination” as a form of first-degree price discrimination enabled by algorithmic technology. Using the public value theoretical framework, it examines its systematic deviation from public values across four dimensions: fairness, transparency, accountability, and privacy protection. Furthermore, the study delves into the complex underlying causes from both internal and external motivations. On this basis, it constructs a multi-stakeholder collaborative governance system characterized by “government leadership, platform accountability, and social supervision.” The findings indicate that “big data price discrimination” essentially stems from the erosion of public value due to uncontrolled algorithmic power. Effective governance must transcend traditional single regulatory models. The government should strengthen institutional supply by improving specialized legislation and constructing an intelligent regulatory system; platforms need to fulfill their primary responsibilities by promoting algorithmic transparency and establishing internal ethical review mechanisms; society should form external constraints by cultivating third-party supervision and enhancing consumers’ digital literacy. Only through the collaborative efforts of these three parties, embedding public value throughout the entire algorithmic governance cycle, can value deviations be fundamentally corrected, paving the way for a healthy and sustainable future for the e-commerce market.