电商经济中算法价格歧视的法律规制研究——基于消费者权益保护的视角

Research on the Legal Regulation of Algorithmic Price Discrimination in the E-Commerce Economy—From the Perspective of Consumer Rights Protection

摘要: 随着电子商务成为驱动我国数字经济发展的关键力量，算法价格歧视作为电商平台普遍采用的智能定价策略，其所引发的法律规制问题日益凸显。本文立足于我国电商经济的发展现状与典型特征，系统剖析算法价格歧视对消费者权益的多维度、深层次侵害，重点揭示其在个人信息保护、公平交易权实现以及消费者举证维权等方面存在的现实困境与制度短板。通过比较借鉴美国、欧盟、日本等电商发达地区在算法治理、数据保护与平台监管方面的先进立法与执法经验，并结合我国电商行业的发展实际与制度环境，提出应从建立健全个人信息分类分级保护制度、构建算法定价披露与监督机制、引入符合电商特征的举证责任分配规则等方面系统完善法律规制体系。本研究旨在为实现电商经济的高质量发展和消费者权益的有效保障，提供法理依据、制度设计与路径参考。

Abstract: As e-commerce has become a key force driving the development of China’s digital economy, algorithmic price discrimination, as an intelligent pricing strategy commonly adopted by e-commerce platforms, has increasingly raised legal regulatory issues. Based on the current development status and typical characteristics of China’s e-commerce economy, this article systematically analyzes the multi-dimensional and deep-seated infringement of consumers’ rights and interests by algorithmic price discrimination, with a focus on revealing the practical predicaments and institutional shortcomings existing in aspects such as personal information protection, the realization of fair transaction rights, and consumers’ evidence presentation and rights protection. By comparing and drawing on the advanced legislative and law enforcement experiences of e-commerce developed regions such as the United States, the European Union, and Japan in terms of algorithm governance, data protection, and platform supervision, and in combination with the actual development and institutional environment of China’s e-commerce industry, it is proposed that the legal regulatory system should be systematically improved from aspects such as establishing and improving the classification and grading protection system for personal information, constructing the disclosure and supervision mechanism for algorithmic pricing, and introducing the burden of proof allocation rules that conform to the characteristics of e-commerce. This research aims to provide legal basis, institutional design and path reference for achieving high-quality development of the e-commerce economy and effectively safeguarding consumers’ rights and interests.