电商平台“大数据杀熟”视域下的消费者权益保护研究

Research on Consumer Rights Protection from the Perspective of “Big Data Killing” on E-Commerce Platforms

摘要: 随着互联网科技的高速蓬勃发展，网络科技逐渐渗入到人们生活中的各方面，各种网络商业服务平台也随之应运而生，逐渐与人们的日常购物、交通出行、学习等生活环节密不可分，人们越来越依赖各种网络平台来维持日常生活的运转。但由于各种电商平台经营者逐利的心理，以及我国在相关领域立法和监管的不足，越来越多的电商平台借助算法技术发展走上了“杀熟”的道路，从而导致了电商平台消费者合法权益屡屡遭到侵犯。消费者的知情权、自主选择权、公平交易权以及个人信息安全都未能在电商平台得到有效的保护，针对以上问题，本文在整体认识研究“大数据杀熟”的概念和法律构成的基础上，从消费者权益保护的视角出发，探究电商平台消费者权益保护面临的现状和困境，试构建更加合理有效的电商平台消费者权益保护机制，推动电商平台持续健康发展和消费者权益得到切实保障。

Abstract: With the rapid and vigorous development of Internet technology, network technology has gradually infiltrated into all aspects of people’s lives, and various online business service platforms have emerged as the times require. They are gradually inseparable from people’s daily shopping, transportation, learning and other life links, and people increasingly rely on various network platforms to maintain the operation of daily life. However, due to the profit seeking mentality of various e-commerce platform operators, as well as the lack of legislation and regulation in relevant fields in China, more and more e-commerce platforms are using algorithm technology to develop and embark on a “killing off” path, which has led to repeated infringement of the legitimate rights and interests of e-commerce platform consumers. The rights to information, independent choice, fair trade, and personal information security of consumers have not been effectively protected on e-commerce platforms. In response to these issues, this article, based on a comprehensive understanding of the concept and legal composition of “big data killing”, explores the current situation and difficulties faced by consumer rights protection on e-commerce platforms from the perspective of consumer rights protection, and attempts to construct a more reasonable and effective mechanism for protecting consumer rights on e-commerce platforms, promoting the sustainable and healthy development of e-commerce platforms and the effective realization of consumer rights.