电子商务平台歧视性定价的规制困境与出路

Regulatory Challenges and Solutions for Discriminatory Pricing on E-Commerce Platforms

摘要: 随着大数据和算法技术在电子商务领域的广泛应用，平台基于用户画像和自动化决策机制实施个性化定价已成为常态。部分平台在交易条件相同的情况下，基于用户特征对同一商品设定不同价格，形成了具有隐蔽性和系统性的歧视性定价。由于算法黑箱的存在，消费者难以识别、取证此类行为，虽然可感知价格不公，却难以通过现行法律规则获得有效救济。现行法律体系在价格欺诈认定、证明责任分配及平台责任界定等方面，均难以充分回应歧视性定价的技术特征。为此，应细化实体法判定标准；引入举证责任倒置规则以缓解信息不对称；推动政府、平台与社会公众的多元共治，通过算法伦理审查与公益诉讼等机制，引导算法回归服务社会整体福利的本位。

Abstract: With the widespread application of big data and algorithmic technologies in e-commerce, platforms routinely implement personalized pricing based on user profiling and automated decision-making mechanisms. Some platforms set different prices for the same product based on user characteristics under identical transaction conditions, creating covert and systematic discriminatory pricing. Due to the existence of algorithmic black boxes, consumers struggle to identify and document such practices. While they may perceive price unfairness, obtaining effective remedies through existing legal frameworks remains challenging. The current legal framework struggles to adequately address the technical characteristics of discriminatory pricing in areas such as the determination of price fraud, the allocation of the burden of proof, and the delineation of platform liability. To address this, substantive law criteria should be refined; rules for shifting the burden of proof should be introduced to mitigate information asymmetry; and multi-stakeholder governance involving governments, platforms, and the public should be promoted. Mechanisms such as algorithmic ethics reviews and public interest litigation should be utilized to guide algorithms back to their fundamental purpose of serving the overall welfare of society.