黑箱背景下“大数据杀熟”的诉讼规制路径完善

Perfection of Litigation Regulation Path for “Big Data Price Discrimination” under the Black Box Background

摘要: 在电商经济蓬勃发展的背景下，“大数据杀熟”已成为平台滥用算法权力、侵害消费者公平交易权的典型现象。依托算法“黑箱”，电商平台通过差异定价、动态调价、隐蔽优惠等手段实施系统性价格歧视，导致消费者陷入“举证难、维权贵、诉讼散”的司法困境。本文聚焦电商领域的“杀熟”乱象，解析其技术成因与市场逻辑，并从诉讼主体、管辖规则与举证责任三个层面提出规制路径：构建以公益诉讼与示范诉讼为核心的多元共治体系，确立互联网法院专属管辖以突破地域限制，引入举证责任倒置与过错推定以破解算法黑箱。通过诉讼制度的系统性革新，为实现电商经济的公平有序发展提供司法保障。

Abstract: Against the backdrop of the booming e-commerce economy, “big data price discrimination” has become a typical phenomenon of algorithmic power abuse and on consumers’ right to fair trade. Relying on the “black box” of algorithms, e-commerce platforms implement systematic price discrimination through means such as differential pricing, dynamic, and hidden discounts, leading consumers into a judicial dilemma of “difficulty in proof, high cost of rights protection, and sporadic litigation.” This paper focuses on the chaos “killing the familiar” in the field of e-commerce, analyzes its technical causes and market logic, and proposes regulatory paths from three levels: the construction of a multigovernance system with public interest litigation and exemplary litigation as the core, the establishment of exclusive jurisdiction of internet courts to break through geographical restrictions, and the introduction of reverse burden proof and presumption of fault to crack the algorithm black box. Through the systemic reform of litigation system, the judicial protection for the fair and orderly development of e-commerce economy is provided.