电商平台大数据“杀熟”中消费者权益保护研究

Research on Consumer Rights and Interests Protection in E-Commerce Platform Big Data “Price Discrimination”

摘要: 随着数字时代的到来，电商平台的出现极大便捷了人们的生活，然而电商平台大数据“杀熟”现象却日益突出。由于大数据“杀熟”具有隐秘性高、范围广泛等特点，消费者难以甄别。此外，由于当下存在现行法律的适用困难、消费者个人信息保护不到位、消费者维权难等困境，消费者的权益受到了严重侵害。因此，为切实保护消费者合法权益，遏制大数据“杀熟”之乱风，应当从法律层面对相关法律法规进行完善，强化对消费者“知情同意”权的保障，完善事后救济制度。

Abstract: With the advent of the digital era, e-commerce platforms have significantly facilitated people’s lives; however, the phenomenon of “price discrimination” based on big data on these platforms is becoming increasingly prominent. Due to the highly secretive and widespread nature of big data price discrimination, it is difficult for consumers to identify such practices. Furthermore, current legal frameworks struggle to apply effectively, consumer personal information protection is inadequate, and consumer rights are difficult to enforce, all of which severely harm consumer rights and interests. Therefore, to genuinely protect consumer legal rights and interests and curb the chaotic practices of big data “price discrimination”, it is essential to refine relevant laws and regulations, strengthen the safeguarding of consumers’ right to informed consent, and improve mechanisms for redress.