电商平台经营者“大数据杀熟”的法律规制研究

Research on the Legal Regulation of “Big Data-Enabled Price Discrimination” by E-Commerce Platform Operators

摘要: “大数据杀熟”是平台经济中经营者利用算法技术对消费者实施个性化定价的新型价格歧视行为，其本质是算法权力滥用，严重侵害了消费者的知情权、公平交易权等合法权益，并对现有法律规制体系提出了严峻挑战。本文旨在探讨“大数据杀熟”法律规制的完善路径。首先，论文对“大数据杀熟”进行了法律定性。其次，系统梳理并评析了现行法律规制体系，发现尽管多部法律均可援引，但均存在明显局限。针对这些困境，本文提出具体的完善路径包括：在立法层面应加强专业领域立法，构建以算法透明度与问责制为核心的事前监管机制；在司法层面，需畅通司法救济渠道，通过优化举证责任、明确侵权构成要件来保障用户权益；在协同层面，必须强化不同法律部门之间的衔接与配合，形成反垄断、消费者保护、价格监管与个人信息保护的规制合力，从而实现对“大数据杀熟”的有效治理，推动平台经济的健康与公平发展。

Abstract: “Big data-enabled price discrimination” is a new form of price discrimination in the platform economy, where businesses utilize algorithmic technology to implement personalized pricing for consumers. Its essence lies in the abuse of algorithmic power, which severely infringes upon consumers’ legitimate rights and interests, such as the right to know and the right to fair trading, and poses serious challenges to the existing legal regulatory framework. This paper aims to explore the paths for improving the legal regulation of “big data-enabled price discrimination”. Firstly, the paper provides a legal characterization of the practice. Secondly, it systematically reviews and analyzes the current legal regulatory system, finding that although multiple laws can be invoked, each has significant limitations. In response to these challenges, this paper proposes specific improvement paths. These include: at the legislative level, strengthening specialized legislation and establishing a preemptive regulatory mechanism centered on algorithmic transparency and accountability; at the judicial level, facilitating judicial relief channels and protecting user rights by optimizing the burden of proof and clarifying the components of infringement; at the collaborative level, enhancing coordination and integration among different legal departments to form a synergistic regulatory force encompassing antitrust, consumer protection, price regulation, and personal information protection. The ultimate goal is to achieve effective governance of “big data-enabled price discrimination” and promote the healthy and equitable development of the platform economy.