论大数据杀熟中消费者公平交易权保护

On the Protection of Consumers’ Fair Trading Rights in Big Data Price Discrimination

摘要: 现代科学技术快速发展，电子商务平台提供商品和服务的交易模式日益成熟，随之也产生了“大数据杀熟”行为，电子商务平台利用自己的优势地位和对消费者的个人数据的掌握，通过点击协议、信息不对等等方式利用算法技术在消费者购买商品或者服务时，进行差别定价，这给消费者的公平交易权造成损害。“大数据杀熟”行为实质上是一种价格歧视，电子商务平台通过分析消费者的消费次数、消费习惯、消费时的地理位置以及消费者的消费能力，从而对消费者进行“大数据杀熟”，而“大数据杀熟”行为侵害消费者公平交易权又具体表现在点击协议的强制性、隐晦性以及条款的不完善和消费者与电子商务平台之间的信息不对等，“大数据杀熟”行为下的消费者的公平交易权保护迫在眉睫，通过提出完善点击协议，矫正信息不对等措施，规制“大数据杀熟”行为，从而保护消费者的公平交易权。

Abstract: With the rapid development of modern science and technology, the trading models of e-commerce platforms providing goods and services are becoming increasingly mature, leading to the phenomenon of “big data price discrimination”. E-commerce platforms use their advantageous position and mastery of consumer personal data to use algorithmic technology to differentiate pricing when consumers purchase goods or services through click protocols, incorrect information, and other methods. This causes harm to consumers’ fair trading rights. The act of “big data price discrimination” is essentially a kind of price discrimination. The e-commerce platform conducts “big data price discrimination” on consumers by analyzing their consumption times, consumption habits, geographical location and consumption ability. The act of “big data price discrimination” infringes on consumers’ right to fair trade, which is specifically reflected in the mandatory click agreement Ambiguity, imperfect terms, and information inequality between consumers and e-commerce platforms. The protection of consumers’ fair trading rights under the “big data price discrimination” behavior is urgent. By proposing measures to improve click agreements, correct information asymmetry, and regulate the “big data price discrimination” behavior, consumers’ fair trading rights can be protected.