大数据杀熟的规制困境与协同治理路径

The Regulatory Dilemma and Collaborative Governance Path of Big Data Price Discrimination

摘要: 数字经济的不断深入发展，使得大数据、人工智能等前沿技术广泛渗透至商业活动的各个方面，技术带来的赋能作用，提升了交易效率，优化了资源配置，然而也催生了饱受争议的大数据杀熟现象，大数据杀熟借助算法技术，对消费者实施精准价格歧视，侵犯了消费者的公平交易权、知情权、自主选择权以及个人信息权益，还对市场竞争秩序与社会信任基础造成深层破坏。治理大数据杀熟过程中存在法律规制滞后、消费者救济不足、算法黑箱致使信息不对称、监管机制欠缺等问题，需要政府、企业与公众等多方协同努力，形成全面、多层次的治理格局，推动数字经济公平、健康、可持续发展，保障消费者权益。

Abstract: The continuous and in-depth development of the digital economy has enabled cutting-edge technologies such as big data and artificial intelligence to permeate all aspects of business activities. The enabling effect brought by technology has enhanced transaction efficiency and optimized resource allocation. However, it has also given rise to the controversial phenomenon of big data price discrimination against regular customers. This practice, leveraging algorithmic technology, implements precise price discrimination against consumers, infringing upon their rights to fair transactions, the right to know, the right to choose freely, and personal information rights. It also causes deep damage to the market competition order and the foundation of social trust. In the process of governing big data price discrimination, there are problems such as lagging legal regulations, insufficient consumer remedies, information asymmetry caused by algorithmic black boxes, and the lack of regulatory mechanisms. It requires the concerted efforts of the government, enterprises, and the public to form a comprehensive and multi-level governance pattern, promoting the fair, healthy, and sustainable development of the digital economy and safeguarding consumer rights.