Study on the Legal Regulation of “Big Data Killing” Behaviour on E-Commerce Platforms

近年来，电商平台针对不同消费者实施“大数据杀熟”引起社会的广泛关注。“大数据杀熟”是指电商平台利用算法收集消费者个人信息，构建用户画像，并据此推断消费者能够接受的最高价格。电商平台的“大数据杀熟行为”对消费者、平台自身以及市场秩序产生了诸多消极影响。但目前我国的《消费者权益保护法》《反垄断法》《价格法》在规制“大数据杀熟”行为方面也存在不足之处，如消费者的知情权、同意权和公平交易权未得到保障，消费者未获得《价格法》中禁止价格歧视的保护，电商平台的市场支配地位认定标准过高等，这使得“大数据杀熟”行为的规制效果不佳。为了纾解法律规制困境，需要提高《消费者权益保障法》的可操作性，降低市场支配地位的认定标准、构建《价格法》关于经营者个性化定价的行为规范，以形成规制“大数据杀熟”行为的合力。In recent years, e-commerce platforms have caused widespread concern in the community by implementing “big data killing” for different consumers. The term “big data killing” refers to the use of algorithms by e-commerce platforms to collect consumers’ personal information, build user profiles, and infer the highest price that consumers can accept accordingly. The e-commerce platform’s “big data killing behaviour” has had many negative impacts on consumers, the platform itself and the market order. However, there are deficiencies in China’s Consumer Protection Law, Anti-Monopoly Law and Price Law in regulating “big data killing”, such as consumers’ rights to information, consent and fair trade are not guaranteed, consumers are not protected from price discrimination in the Price Law, and the market dominance of e-commerce platforms is too high, which makes it difficult for e-commerce platforms to protect consumers from ripening. The standard of determination is too high, which makes the regulation of “big data killing” ineffective. In order to alleviate the difficulties of legal regulation, it is necessary to improve the operability of the Consumer Rights and Interests Protection Law, lower the standards for determining market dominance, and construct behavioural norms on personalised pricing in the Price Law, so as to form a synergy to regulate the behaviour of “big data killing”.