电商平台差异化定价的法律规制研究

Research on the Legal Regulation of Differentiated Pricing of E-Commerce Platform

摘要: 当下信息技术高速发展，各类新型数字手段已全面介入大众的日常生活与交易往来。不少网络交易平台凭借独有的技术条件与信息储备，对不同用户采取不一样的收费标准。面对这样的现实状况，如何有效维护消费者利益成为亟待解决的重要课题，我们有必要对国内现有相关法律进行细致审视，并据此制定出可落地执行的治理办法。具体而言，需进一步确立并完善与消费者个人信息保护相关的权利体系，规范并优化消费者的救济渠道，同时建立针对电商平台差异化定价行为的专门监管机制。此举旨在约束商家借助大数据实施定价的行为边界，筑牢消费者权益的保护防线，捍卫市场交易的公平秩序与正义价值。

Abstract: With the rapid development of information technology, all kinds of new digital means have been fully involved in the daily life and transaction of the public. Many online trading platforms rely on unique technical conditions and information reserves to adopt different charging standards for different users. In the face of such reality, how to effectively safeguard the interests of consumers has become an important issue to be solved urgently. It is necessary for us to carefully examine the existing relevant domestic laws and formulate governance methods that can be implemented. Specifically, it is necessary to further establish and improve the rights system related to the protection of consumers’ personal information, standardize and optimize consumers’ relief channels, and establish a special supervision mechanism for the differentiated pricing behavior of e-commerce platforms. This move aims to restrain the behavior boundary of merchants’ pricing with the help of big data, build a strong defense line for the protection of consumers’ rights and interests, and defend the fair order and justice value of market transactions.