The Legal Characterization and Regulation of Big Data "Price Discrimination" Behavior

With the vigorous development of the digital economy, e-commerce platforms have given rise to a new type of price fraud behavior that combines the appearance of price discrimination and the essence of price fraud, infringing upon consumers' rights and interests and distorting the market economic order. There is still controversy over the legal characterization of big data price discrimination. In practice, it faces problems such as excessive competition and cooperation of legal provisions, lagging regulatory means, and difficulties in consumer relief. It is necessary to regulate it from three aspects: improving relevant legislation, enhancing regulatory quality and efficiency, and protecting consumer rights and interests, in order to achieve consumer rights protection and maintain market economic order.