算法透明化视角下的电商平台大数据“杀熟”法律规制研究

A Legal Study on the Regulation of Big Data “Price Discrimination” on E-Commerce Platforms from the Perspective of Algorithmic Transparency

摘要: 大数据时代，电商平台利用算法进行个性化定价引发了“大数据‘杀熟’”问题，其本质在于算法不透明导致的信息不对称与消费者权利失衡。本文以算法透明化为切入点，探讨电商平台大数据“杀熟”的法律规制路径。现行法律规制存在多重困境，针对其困境在规制路径上，应在制度层面建立算法备案与风险评估机制；在技术层面推动算法可解释化与第三方审计制度；在权利层面强化消费者的知情权、拒绝权与解释权。电商平台算法透明化不仅是技术问题，更是法治与公平的要求。通过制度、技术与权利的三重治理，可构建多元共治的算法监管体系，实现电商经济的公平与可持续发展。

Abstract: In the era of big data, e-commerce platforms have increasingly adopted algorithmic personalized pricing, giving rise to the phenomenon of “big data ‘price discrimination’”. The essence of this issue lies in algorithmic opacity, which leads to information asymmetry and the imbalance of consumer rights. This paper, from the perspective of algorithmic transparency, explores the legal regulation of big data “price discrimination” on e-commerce platforms. The existing legal framework faces multiple challenges. To address these issues, regulatory pathways should include establishing algorithm filing and risk assessment mechanisms at the institutional level, promoting algorithmic interpretability and third-party auditing at the technical level, and strengthening consumers’ rights to know, to refuse, and to demand explanations at the rights-protection level. Algorithmic transparency is not only a technical requirement but also a legal and ethical necessity. Through a trinity of institutional, technical, and rights-based governance, a multi-stakeholder regulatory system can be built to ensure fairness and sustainable development in the e-commerce economy.