电商经济视角下“大数据杀熟”的消费者权益保护

Consumer Rights and Interests Protection against Big Data Price Discrimination from the Perspective of E-Commerce Economy

摘要: 随着大数据技术在电子商务领域的深度渗透，电商平台“大数据杀熟”已成为破坏市场公平、侵害消费者权益的突出问题。其本质是电商平台依托用户浏览轨迹、消费频次、会员等级等交易数据，通过算法实现“千人千价”的差异化定价，以最大化平台利润。本文聚焦电商场景，分析电商平台“大数据杀熟”区别于传统商业行为的虚拟性、促销关联性、跨区域性特征，从电商双边市场运营逻辑出发，剖析该行为对消费者知情权、自主选择权、个人信息权及公平交易权的侵害机制，并结合电商算法动态调整、跨区域监管难、用户维权证据缺失等行业痛点，提出“透明化定价展示”“平台先行赔付”等贴合电商运营实际的解决方案，为电商经济背景下消费者权益保护提供实践参考。

Abstract: With the deep penetration of big data technology in the e-commerce field, the “big data price discrimination” by e-commerce platforms has become a prominent issue that undermines market fairness and infringes upon consumers’ rights and interests. Its essence lies in e-commerce platforms relying on users’ browsing trajectories, consumption frequencies, membership levels and other transaction data to implement “thousands of prices for thousands of people” through algorithms, in order to maximize platform profits. This article focuses on the e-commerce scenario, analyzes the virtuality, promotion correlation and cross-regional characteristics of e-commerce platforms’ “big data price discrimination” that distinguish it from traditional commercial behaviors, and from the operational logic of the e-commerce bilateral market, dissects the mechanism by which this behavior infringes upon consumers’ right to know, right to choose, right to personal information and right to fair trade. Combining industry pain points such as the dynamic adjustment of e-commerce algorithms, the difficulty of cross-regional supervision and the lack of user rights protection evidence, it proposes practical solutions such as “transparent pricing display” and “platform advance compensation” that are in line with the actual operation of e-commerce, providing practical references for the protection of consumers’ rights and interests in the context of e-commerce economy.