论数字经济背景下“大数据杀熟”的法律规制

Legal Regulation of Price Discrimination Based on Big Data in the Context of Digital Economy

摘要: 大数据技术已经被广泛运用到我们日常生活中，与人们的生活息息相关，然其弊端不可忽略，如日常网购中“大数据杀熟”现象日益骤增，成为学术界广泛关注的问题。现有研究大多从经济学视角出发，主要针对“大数据杀熟”行为的现象和本质，而关于“大数据杀熟”行为性质的认定和规制的研究较少，这也是本文主要探讨的问题。目前我国规制“大数据杀熟”行为的相关法律并不完善，现有的规制手段无法有效解决“大数据杀熟”问题，因此，应当完善相关法律法规，比如扩大《消费者权益保护法》中消费者知情权的含义、完善《电子商务法》中对经营者的处罚事项等，构建“监管机制–平台–用户三方共治机制”，提高消费者维权意识，以有效规制“大数据杀熟”行为、维护消费者的合法权益。

Abstract: Big data technology has been widely used in our daily lives and is closely related to people’s lives, but its drawbacks cannot be ignored. For example, the phenomenon of “price discrimination based on big data” in daily online shopping is increasingly prevalent, becoming a widely discussed issue in academia. Existing studies mostly start from the perspective of economics, focusing mainly on the phenomenon and essence of “price discrimination based on big data.” However, there is less research on the nature identification and regulation of such behavior, which is also the main issue explored in this paper. Currently, China’s regulation of “price discrimination based on big data” is not perfect. Existing regulatory measures cannot effectively solve the problem of “price discrimination based on big data.” Therefore, relevant laws and regulations should be improved. For example, expanding the meaning of consumer right to know in the Consumer Rights Protection Law, improving the penalty items for operators in the E-Commerce Law, establishing a “regulatory mechanism-platform-user” tripartite governance mechanism, enhancing consumer awareness of rights protection, and effectively regulating “price discrimination based on big data” to safeguard the legitimate rights and interests of consumers.