算法价格歧视下消费者权益的法律保障研究

Research on the Legal Protection of Consumers’ Rights and Interests under Algorithmic Price Discrimination

摘要: 算法价格歧视是经营者利用算法与大数据获取的消费者信息结合而形成的市场定价行为，以压榨消费者剩余来获取最大利益。在这过程中不仅侵害消费者的隐私权、知情权、选择权等权益，且经营者可利用资源优势取得竞争优势，对市场竞争秩序造成威胁。面对算法价格歧视带来的挑战，《反垄断法》与《民法典》难以直接适用，并且消费者面临举证难及举证成本高的困境，需要架构合理归责体系。基于以上现状，本文主张《反垄断法》扩大适用主体。在责任机制上，明确各法律主体之间的责任分配，并对算法价格歧视行为实施方适用过错推定与举证责任倒置原则。同时，引入算法解释权制度来达到规制算法价格歧视行为，达到保护消费者权益的目的。

Abstract: Algorithmic price discrimination is a market pricing practice whereby business operators use algorithms and big data to acquire consumer information and then combine such information to set prices, with the aim of extracting consumer surplus and maximizing profits. This practice not only infringes upon consumers’ rights to privacy, to be informed, and to choose, but also enables operators to leverage their resource advantages to gain a competitive edge, thereby threatening the order of market competition. In the face of the challenges posed by algorithmic price discrimination, the Anti-Monopoly Law and the Civil Code are difficult to apply directly, and consumers are confronted with the dilemma of evidentiary difficulties and high evidentiary costs; it is therefore necessary to construct a reasonable liability attribution system. Based on the foregoing, this article argues for expanding the scope of entities subject to the Anti-Monopoly Law. In terms of liability mechanisms, the allocation of responsibilities among various legal subjects should be clarified, and the principles of presumed fault and reversal of the burden of proof should be applied to those who engage in algorithmic price discrimination. At the same time, a system of the right to an explanation of algorithms should be introduced to regulate algorithmic price discrimination, thereby achieving the goal of protecting consumer rights and interests.