电商平台算法价格歧视的法律规制路径

Legal Regulation of Price Discrimination in E-Commerce Platform Algorithms

摘要: 随着算法在电商平台的深度应用，基于算法的价格歧视已演变为一种主流的市场定价策略。该策略依托大数据与人工智能技术，通过精准评估消费者的支付意愿，实现个性化的动态定价。尽管此举有助于提升平台运营效率与市场竞争力，但其引发的公平性质疑也日益加剧。核心争议在于，算法价格歧视损害了消费者的知情权、公平交易权与个人信息自决权。本文从法学视角切入，旨在揭示电商平台算法价格歧视的法律属性，并探索其规制路径。文章首先厘清了算法价格歧视的概念及其运作模式，进而指出现行法律框架在应对这一高度技术化、不透明的新型实践时，面临定性困难与监管滞后等挑战。最终，本文构建了一个融合算法透明化、事前监管、平台自律与消费者协同参与的多层次治理体系，以谋求电商平台的可持续发展与保障消费者的合法权益。

Abstract: With the deepening application of algorithms on e-commerce platforms, algorithmic price discrimination has evolved into a mainstream market pricing strategy. This approach provides personalised dynamic pricing by leveraging big data and artificial intelligence technologies to precisely assess the willingness of consumers to pay. Although this practice enhances platform operational efficiency and market competitiveness, it has also intensified concerns regarding fairness. The core issue lies in how algorithmic price discrimination undermines consumers’ rights to informed choice, fair transactions, and control over their personal information. This paper adopts a legal perspective to reveal the legal attributes of algorithmic price discrimination on e-commerce platforms and explore regulatory pathways. The article first clarifies the concept of algorithmic price discrimination and its operational mechanisms, subsequently highlighting challenges within the current legal framework. These include difficulties in classification and regulatory lag when addressing this highly technical, opaque new practice. Ultimately, this paper constructs a multi-tiered governance system integrating algorithmic transparency, ex ante regulation, platform self-discipline, and consumer collaborative participation. This framework seeks to ensure the sustainable development of e-commerce platforms while safeguarding consumers’ legitimate rights and interests.