电商平台经营者大数据杀熟的法律规制研究

Legal Regulation Research on Big Data Price Discrimination by E-Commerce Platform Operators

摘要: 随着大数据技术在电子商务领域的广泛应用，“大数据杀熟”已成为平台经济运行中备受关注的治理难题。该行为不仅侵害消费者权益，更对市场公平与诚信秩序构成系统性威胁。本文在系统梳理相关文献与法律实践的基础上，从法学视角对大数据杀熟的双重属性——价格歧视与价格欺诈——进行辨析，指出其认定困境主要源于技术依赖性、隐蔽性及法律规制难度大。通过分析我国在立法、执法与司法环节面临的现实挑战，并借鉴欧盟、美国、日本等法域在数据治理与算法问责方面的经验，提出应构建以“告知–同意”为基石、以算法透明为核心、以权利救济为保障的多层次规制体系。本研究旨在为遏制大数据杀熟、完善平台经济治理提供理论支撑与制度设计参考。

Abstract: With the extensive application of big data technology in the field of e-commerce, “big data killing the fittest” has become a governance dilemma that has attracted much attention in the operation of platform economy. This behavior not only infringes on consumers’ rights and interests, but also poses a systematic threat to market fairness and integrity. On the basis of a systematic review of relevant literature and legal practice, this article analyzes the dual attributes of big data killing the fittest-price discrimination and price fraud-from legal perspective, and points out that the main difficulties in identifying them stem from technical dependency, concealment, and the difficulty of legal regulation. By analyzing the realistic challenges faced by our in legislation, law enforcement and judicature, and drawing on the experience of the EU, the United States, Japan and other legal domains in data governance and algorithm accountability, this proposes that we should build a multi-level regulatory system with “inform-consent” as the cornerstone, algorithm transparency as the core, and rights relief as the guarantee. The purpose of this study is to provide theoretical support and institutional design reference for curbing big data killing the fittest and improving the governance of platform economy.