对“大数据杀熟”侵害消费者权益的规制路径

The Regulatory Path for “Big Data Price Discrimination” Infringing on Consumer Rights

摘要: 互联网技术的发展和信息革命使人们的生活模式发生了翻天覆地的改变，电商平台为提高其盈利能力，将数据信息和算法技术进行结合，“大数据杀熟”应运而生。现阶段平台对数据与算法技术的创新利用，表面上看是给了消费者更多、更便利的选择，实际上其技术性和隐秘性让消费者深受其害而无法自拔。如果平台进行“杀熟”行为只是为了逐利，从市场经济的角度看也无可厚非，但如果不加以正确的规制，会带来绵延无穷的危害。维权成本过高、程序复杂、举证困难成为了大部分消费者遭受“大数据杀熟”侵害时不愿维权的原因。“大数据杀熟”行为不仅侵害了消费者的合法权益，也妨碍了市场的公平竞争，损害了消费者的信任，对电商行业的健康长远发展具有一定的阻碍性。因此，必须要对“大数据杀熟”进行规制，需要加大平台的举证责任，降低消费者维权成本以及简化消费者维权程序等措施来进行。

Abstract: The development of internet technology and the information revolution have drastically changed people’s lifestyles. E-commerce platforms, aiming to enhance their profitability, have integrated data information with algorithmic technology, giving rise to “big data-driven price discrimination.” At present, platforms’ innovative use of data and algorithmic technology ostensibly offers consumers more and more convenient choices. However, the technical and secretive nature of these practices has trapped consumers in a disadvantageous position. If platforms engage in price discrimination solely for profit, it may be justifiable from a market economy perspective. Yet, without proper regulation, it could lead to endless harm. The high cost of rights protection, complex procedures, and difficulty in providing evidence are why most consumers subjected to big data-driven price discrimination are reluctant to seek justice. Such practices not only infringe upon consumers’ legitimate rights and interests but also hinder fair market competition, damage consumer trust, and pose obstacles to the healthy and sustainable development of the e-commerce industry. Therefore, it is necessary to regulate “price discrimination based on big data” by increasing the platform’s burden of proof, reducing consumer litigation costs, and simplifying consumer dispute resolution procedures.