网络平台差别化定价的规制路径选择——以数字信任维系为核心

On the Regulatory Mechanism of the Online Platform Price Discrimination——Based on Digital Trust Maintenance

网络平台差别化定价的应用包括商家定价与平台定价场景。基于市场博弈结构分析,作为传统平台规制路径的反垄断机制与消费者权益保护机制存在较大的规制失灵成本。网络平台差别化定价的核心场景特征为,平台与商家以个人信息作为"消费者支付意愿"的判定基础。在当下信息技术发展场景中,个人信息保护应当以维系信息关系为核心价值目标。在用户——平台关系场景中,这一信息关系体现为数字信任。维系数字信任,成为平台经济持续发展的关键。基于交易成本比较分析,应当通过设置信任公地资源使用规则的方式,建构平台经济中的可信承诺。在差别化定价场景中,数字信任维系路径具体包括:规制价格推荐算法,推动数据共享,设置价格算法解释规则,完善科技伦理治理机制。

The applications of online platform price discrimination include merchant pricing and platform pricing scenarios.Based on the analysis of the market game structure,the antitrust mechanism and the consumer protection mechanism,which are traditional platform regulatory mechanisms,have relatively large regulatory failure costs.The core scenario feature of online platform price discrimination is that the personal information as the basis for determining the consumers’willingness to pay.In the current information technology development scenario,personal information protection should take the maintenance of information relationship as the core value objective.In the user-platform relationship scenario,this information relationship is reflected as digital trust.Maintaining digital trust has become the key to the sustainable development of the platform economy.Based on the comparative analysis of transaction costs,it is necessary to establish the credible commitments in the platform economy by setting rules for the use of trust commons.In the price discrimination scenario,the approach for maintaining digital trust ncludes:regulating price recommendation algorithms,promoting data sharing,setting price algorithm interpretation rules,and improve the technology ethical governance mechanism.