Research on the Regulation of “Price Discrimination” Behavior on E-Commerce Platforms under the Background of Big Data

近年来，大数据、人工智能、区块链等技术的发展，不断推动着社会的进步。技术的浪潮带来经济的革命，平台经济在技术的更新迭代中焕发出勃勃生机。但其中也蕴藏着技术壁垒带来的侵害与挑战，例如电商平台利用大数据进行“杀熟”的行为。该行为的典型特征是“同质同量不同价”，侵害了广大消费者合法交易的权益。由于“算法黑箱”的存在，消费者维权和政府监管的难度都较大，现如今尚没有形成清晰、有效和便捷的规制方法。本文从立法与实践、政府监管和消费者自身三个层面展开，分别论述大数据背景下电商平台“杀熟”行为的规制途径。In recent years, the development of technologies such as big data, artificial intelligence, and block chain has continuously driven social progress. The technological wave has brought about an economic revolution, and the platform economy has flourished in the process of technological updates and iterations. However, it also harbors the infringement and challenges brought by technological barriers, such as the “price discrimination” behavior by e-commerce platforms. The typical feature of this behavior is “same quality and quantity but different prices”, which infringes upon the legitimate transaction rights of the vast number of consumers. Due to the existence of “algorithm black boxes”, both consumer rights protection and government supervision are rather difficult. Currently, there is no clear, effective and convenient regulatory method. This article explores the regulatory approaches for the “price discrimination” behavior of e-commerce platforms under the background of big data from three aspects: legislation and practice, government supervision, and consumers themselves.