电商平台个性化定价的算法公平性风险与协同治理机制研究

Research on the Fairness Risk and Collaborative Governance Mechanism of Personalized Pricing Algorithm in E-Commerce Platform

摘要: 数字经济背景下，算法技术的迭代推动电商平台个性化定价模式广泛应用，成为平台实现利润最大化的核心手段，但也因定价过程的算法化、隐蔽化引发一系列公平性问题，破坏电商生态系统的稳定运行。本文从价格歧视到动态博弈的视角界定个性化定价内涵，厘清个性化定价、价格歧视与“大数据杀熟”的概念边界，同时从程序、分配、信息三维度解析算法公平性的核心要义。研究系统识别出电商个性化定价中存在的分配不公、程序不公与信息不公三类核心风险，并基于技术–组织–制度三维框架剖析风险的生成机理，进一步探讨算法公平性缺失对消费者、平台自身及市场整体造成的多层级影响效应。最终，本文构建起政府、平台、消费者与第三方社会力量协同参与的多维治理机制，以期为规范电商平台算法定价行为、维护数字市场公平竞争秩序、促进电商行业可持续发展提供理论参考与实践路径。

Abstract: In the context of the digital economy, the iterative advancement of algorithmic technologies has driven the widespread adoption of personalized pricing models on e-commerce platforms, becoming a core strategy for maximizing profits. However, the algorithmic and opaque nature of pricing processes has triggered a series of fairness issues, disrupting the stable operation of e-commerce ecosystems. This paper defines the essence of personalized pricing from the perspective of price discrimination and dynamic game theory, clarifying the conceptual boundaries between personalized pricing, price discrimination, and “big data price discrimination”. It also analyzes the core principles of algorithmic fairness from three dimensions: procedural, distributive, and informational. The study systematically identifies three core risks in e-commerce personalized pricing: distributive injustice, procedural injustice, and informational injustice. Based on a three-dimensional framework encompassing technology, organization, and institutions, it examines the mechanisms underlying these risks and further explores the multi-level impacts of algorithmic fairness deficiencies on consumers, platforms, and the broader market. Ultimately, the paper proposes a multidimensional governance mechanism involving collaborative participation from governments, platforms, consumers, and third-party social forces. This framework aims to provide theoretical references and practical pathways for regulating algorithmic pricing behaviors on e-commerce platforms, maintaining fair competition in digital markets, and promoting sustainable development in the e-commerce industry.