浅析电商平台算法价格歧视的法律规制路径

Legal Regulation Approaches for Algorithmic Price Discrimination on E-Commerce Platforms

摘要: 随着电商经济的蓬勃发展，越来越多的商品能够通过网络媒介走入更多消费者的视野，给众多消费者带来更为多样化的选择。大数据算法的加入也使得商品进行供给时能够被更加精准的投放给需要它的客户，消费者也可以通过日常的消费习惯，消费需求，被推送更加适合自己的产品。然而，大数据算法促进电商经济优越发展的同时，也带来了一些不可避免的问题，电商平台的算法价格歧视就是其中之一。所谓算法价格歧视，就是电商平台在推送商品给消费者时，会根据消费者的经济实力与消费水平将同一商品或者服务标注为不同价格，或者根据消费者的浏览次数增加，将消费者浏览的商品或者服务提高价格。本文将从电商平台算法价格歧视的概念与特征出发，通过对其侵权形态以及法律规制存在的不足之处出发，对电商平台算法价格歧视的法律规制路径提出探讨。

Abstract: With the rapid development of e-commerce, an increasing number of products are reaching consumers through online channels, offering diverse choices. The integration of big data algorithms enables more precise product delivery to target customers while tailoring recommendations based on daily consumption patterns and preferences. However, while driving economic growth, these algorithms have introduced unavoidable challenges, including algorithmic price discrimination on e-commerce platforms. Algorithmic price discrimination refers to situations where platforms set different pricing for identical products or services based on consumers’ purchasing power, or increase prices for frequently viewed items according to browsing frequency. This study examines the conceptual framework and characteristics of algorithmic price discrimination, analyzes its infringement patterns, and identifies gaps in existing legal regulations, proposing actionable approaches for effective governance.