技术哲学视域下电商平台大数据杀熟问题探究

Exploration on the Problem of Big Data-Enabled Price Discrimination of E-Commerce Platform from the Perspective of Technology Philosophy

摘要: 为了探索解决“大数据杀熟”的商业伦理问题，本文首先分析了不同学科视角下对电子商务“大数据杀熟”行为的描述性定义和本质认定，揭示了“大数据杀熟”本质上是基于现代复杂技术的“算法价格歧视”和“算法商业欺诈”，凸显了技术在“大数据杀熟”三个层面行为中的决定性作用；继而通过中国古典技术哲学和西方技术哲学分析得出要解决电子商务“大数据杀熟”的伦理问题必须重视技术物对人性的调动，注意技术物对人性的遮蔽，同时通过技术物的改造来发扬人性；最后本文引入技术哲学“道德物化”理论模型对解决电子商务“大数据杀熟”提出了以下具体策略：数据可携权、打破算法黑箱、发展具身市场。

Abstract: In order to explore and solve the business ethics problem of “big data-enabled price discrimination”, this paper first analyzes the descriptive definition and essential identification of the “big data-enabled price discrimination” behavior of e-commerce from the perspectives of different disciplines. It reveals that “big data-enabled price discrimination” is essentially “algorithmic price discrimination” and “algorithmic business fraud” based on modern complex technologies. It highlights the decisive role of technology in the three levels of “big data-enabled price discrimination”; Then, through the analysis of classical Chinese philosophy of technology and Western philosophy of technology, it is concluded that in order to solve the ethical problem of “big data-enabled price discrimination” of e-commerce, it is necessary to pay attention to the mobilization of technological objects to human nature, pay attention to the obscured of human nature by technical objects, and at the same time carry forward human nature through the transformation of technical objects; Finally, this paper introduces the theoretical model of “Materializing Morality” of technical philosophy to put forward the following specific strategies to solve the “big data-enabled price discrimination” of e-commerce: portability of data rights, breaking the algorithm black box, and developing the embodied market.