平台大数据杀熟下消费者权益保护研究

Research on Consumer Rights Protection under Platform Big Data Price Discrimination

摘要: “大数据杀熟”是电子商务平台依托其算法优势，对收集到的用户信息进行深度分析与画像构建，进而对不同的消费者实施差异性定价，其本质是算法权力的滥用，这种行为不仅侵犯了消费者的正当权利，也破坏了健康的市场秩序。本文在剖析其法律定性争议的基础上，指出当前消费者权益保护面临知情同意难以落实、个体维权举证艰难、公益诉讼机制不完善以及监管体系分散等多重问题。针对这些问题，本文提出应强化“告知–同意”规则、优化举证责任分配、扩大公益诉讼主体范围、构建统一且技术化的监管体系等系统性对策，共同夯实数字经济环境下消费活动的公平性与安全性根基。

Abstract: “Big data price discrimination” refers to the practice wherein e-commerce platforms, leveraging their algorithmic advantages, conduct in-depth analysis and profiling of collected user information to implement differential pricing for different consumers. Its essence lies in the abuse of algorithmic power. This behavior not only infringes upon the legitimate rights and interests of consumers but also undermines healthy market order. Based on an analysis of the controversies surrounding its legal characterization, this paper identifies multiple challenges currently faced in consumer rights protection. These include the difficulty in effectively implementing the informed consent principle, the high burden of proof for individuals seeking redress, the inadequacy of the public interest litigation mechanism, and the fragmentation of the regulatory system. In response to these issues, this paper proposes a series of systematic countermeasures. These include strengthening the “notice and consent” rule, optimizing the allocation of the burden of proof, expanding the scope of subjects eligible to initiate public interest litigation, and constructing a unified and technologically-empowered regulatory framework. These measures aim to collectively reinforce the foundation of fairness and security for consumption activities within the digital economy environment.