消费者权益保护视角下电商平台算法价格歧视的法律规制研究

Research on the Legal Regulation of Algorithmic Price Discrimination on E-Commerce Platforms from the Perspective of Consumer Rights Protection

摘要: 随着大数据时代的来临，算法技术使互联网企业能够收集并分析海量的消费者数据，抓取消费者购买商品或服务的痕迹信息进行分析，通过追踪消费者的购买行为与偏好信息，实现针对不同消费者的差异化定价，从而引发损害消费者权益的算法价格歧视现象。基于消费者权益保护的立法宗旨，从算法价格歧视的基本概念出发，探讨其成因、特征和危害，分析电商平台算法价格歧视法律规制的现实困境，探索完善电商平台算法价格歧视法律规制的有效路径，实现消费者保护与竞争激励的动态平衡。

Abstract: With the advent of the big data era, algorithm technology enables Internet enterprises to collect and analyze massive amounts of consumer data. They capture and analyze the trace information of consumers’ purchases of goods or services, and track consumers’ purchasing behaviors and preference information to implement differentiated pricing for different consumers. This has led to the phenomenon of algorithmic price discrimination that harms consumers’ rights and interests. Based on the legislative purpose of protecting consumers’ rights and interests, this paper starts from the basic concept of algorithmic price discrimination, discusses its causes, characteristics and harms, analyzes the practical dilemmas in the legal regulation of algorithmic price discrimination on e-commerce platforms, and explores effective paths to improve such legal regulation, so as to achieve a dynamic balance between consumer protection and competition incentives.