Real Risks and Coping Strategies of “Big Data Price Discrimination”

在数字化时代背景下，大数据、算法等互联网技术深度融入各行各业，在赋能社会经济发展、提升生活便捷性的同时，也衍生出新型风险与挑战。“大数据杀熟”行为正是平台经营者滥用技术优势、谋取不正当利益的典型案例。本文从剖析“大数据杀熟”的定义与表现形式入手，进而深入审视其存在的现实风险，包括消费者知情同意无法得到有效保障、消费者容易陷入维权窘境、平台监管体系存在漏洞等问题。针对这些风险，本文提出规范消费者知情同意明细、优化消费者维权机制、完善“大数据杀熟”行为的监管机制的应对策略，旨在为构建公平、诚信、安全的网络消费环境提供参考。In the context of the digital era, internet technologies such as big data and algorithms have been deeply integrated into various industries. While empowering socio-economic development and enhancing the convenience of life, they have also given rise to novel risks and challenges. The practice of “big data price discrimination” is a quintessential example of platform operators abusing technological advantages to seek illegitimate gains. This paper commences by dissecting the definition and manifestations of “big data price discrimination” and subsequently delves into the tangible risks it poses, including inadequate protection of consumer informed consent, consumers’ vulnerability to predicaments in safeguarding their rights, and loopholes in the platform regulatory framework. In response to these risks, this paper proposes strategies such as standardizing the details of consumer informed consent, optimizing the mechanisms for consumer rights protection, and refining the regulatory framework governing “big data price discrimination”. These measures aim to provide a reference for the establishment of a fair, trustworthy, and secure online consumption environment.