公共价值视角下电子商务平台大数据杀熟的治理研究

Research on the Governance of Big Data-Enabled Price Discrimination on E-Commerce Platforms from a Public Value Perspective

摘要: 大数据杀熟本质是电子商务经营者滥用算法技术针对不同用户实施差异化定价以谋求更大经济利益的现象。该行为侵犯了消费者的知情权、公平交易权和隐私权，对消费者与商家之间构建的以公平、安全、信任为基础的公共价值体系造成了伤害，暴露了电子商务平台逐步走向完善过程中的曲折性和与社会公共利益之间的激烈冲突。公共价值理论强调以“公共利益”作为根本，创造和实现多元主体共同认可的公共价值，提升整体社会福祉。电子商务平台大数据杀熟给个人、行业和社会都带来不同程度的麻烦，本文以公共价值理论为视角分析大数据杀熟的治理路径，以期促进电商平台算法的不断完善，保障消费者的合法权益和互联网环境的健康有序。

Abstract: The essence of big data-enabled price discrimination against existing customers is the practice where e-commerce operators abuse algorithmic technologies to implement differentiated pricing for different users in pursuit of greater economic benefits. This behavior infringes upon consumers’ right to know, fair trade, and privacy. It causes harm to the public value system built on fairness, security, and trust between consumers and businesses, exposing the challenges in the development of e-commerce platforms and the intense conflict with societal public interests. The Public Value Theory emphasizes “public interest” as its foundation, aiming to create and realize public value recognized by multiple entities and enhance overall social well-being. Big data-enabled price discrimination against existing customers by e-commerce platforms creates issues for individuals, industries, and society at varying degrees. From the perspective of Public Value Theory, this paper analyzes governance paths for such practices, with the goal of promoting the continuous improvement of e-commerce platform algorithms, safeguarding consumers’ legitimate rights and interests, and fostering a healthy and orderly internet environment.