Regulation of “Big Data Price Discrimination” Behavior in E-Commerce Platforms under Antitrust Laws

随着大数据算法技术的快速发展和广泛应用，数字平台经济呈现出新的活力，但同时也暴露出一些问题。一些互联网平台运营商不当利用大数据算法技术实行大数据“杀熟”。这种行为不仅严重侵害了消费者的合法权益，还排斥了行业内的其他竞争者，扰乱了市场竞争秩序，对我国数字平台经济的稳定运行构成了威胁。本文通过对大数据“杀熟”现象的分析，对这种行为进行了性质上的界定，并结合其实现手段，阐述了运用《反垄断法》来规范大数据“杀熟”行为的必要性，以寻找更有效的规制途径。虽然反垄断法规对于抑制数字领域的“大数据杀熟”现象具有积极作用，但在应对不断变化的网络市场方面仍存在不足。为了解决这些难题，有必要制定在现行法规框架下判定“大数据杀熟”违法的标准，明确经营者合法行为的准则，并减轻消费者的举证责任。With the rapid development and widespread application of big data algorithm technology, the digital platform economy has shown new vitality, but it has also revealed some issues. Some internet platform operators improperly use big data algorithm technology to implement “big data price discrimination” against loyal customers. This behavior not only seriously infringes upon the legitimate rights and interests of consumers but also excludes other competitors within the industry, disrupts the market competition order, and poses a threat to the stable operation of China’s digital platform economy. This paper analyzes the phenomenon of “big data price discrimination” and defines the nature of this behavior. By combining its implementation methods, it expounds on the necessity of using the “Anti-Monopoly Law” to regulate “big data price discrimination” in order to find a more effective regulatory approach. Although anti-monopoly regulations play a positive role in curbing the phenomenon of “big data price discrimination” in the digital field, there are still inadequacies in dealing with the ever-changing online market. To address these challenges, it is necessary to establish standards for determining the illegality of “big data price discrimination” under the current legal framework, clarify the criteria for legitimate business practices, and reduce the burden of evidence on consumers.