电商平台个性化定价行为的违法性界定及规制路径——基于动态定价行为和线下交易行为的比较视角

The Illegality Definition and Regulation Path of Individualized Pricing Behavior on E-commerce Platforms:from the Comparative Perspective of Dynamic Pricing Behavior and Offline Transaction Behavior

个性化定价是电商平台借助数据和算法、针对个体消费者实施的价格歧视行为,在外观上趋于隐蔽性、复杂性和动态性。个性化定价行为会侵害消费者作为市场参与者的权利和引发公平正义之隐忧的反竞争效应。因此,要对个性化定价行为的违法性进行界定:一方面,数据和算法的使用方式决定个性化定价行为的违法性;另一方面,平台规模影响个性化定价行为的危害效果。有鉴于此,应当通过增强平台企业合规和消费者维权意识限制数据与算法的滥用,并通过《反垄断法》的宏观规制以及反垄断执法机构的积极监管对大型电商平台滥用垄断行为进行规制。

Personalized pricing is a price discrimination behavior implemented by e-commerce platforms against individual consumers with the help of data and algorithms,which tends to be covert,complex,and dynamic in appearance.Individualized pricing behavior can generate anti-competition effect that infringes on the rights of consumers as market participants and triggers worries of fairness and justice.Therefore,the illegality of personalized pricing behavior must be defined:for one thing,the use of data and algorithms determines the illegality of personalized pricing behavior;for another,the scale of the platform affects the damage degree of personalized pricing behavior.In view of that,the abuse of data and algorithms should be restricted by enhancing platforms’ corporate compliance and consumer awareness of rights protection.In addition,the macro regulation of the Anti-Monopoly Law and active supervision of anti-monopoly law enforcement agencies should be adopted to regulate the abuse of monopolistic behavior by large e-commerce platforms.