平台经济下消费者评价定价的权力逻辑及监管进路

Power Logic and Regulatory Approach of Consumer Evaluation and Pricing under Platform Economy

在今天日益平台化的市场中,每一进入平台且产生消费行为的个体都有对产品和服务做出评价的机会;而当消费者的评价影响并改变了被评价者的行为时,评价就具备了成为权力的可能。消费者通过评价性权力的集体行使形成评价“价格”,平台提供榜单为生产者的评价“价格”排序,生产者则为竞争更高排名而不断根据评价规则来纠正自己的行为,这构成了评价性权力的作用过程。在为消费者利益服务的名义下,平台—消费者的联盟得以建立,借助消费者的评价之手,平台对生产者和劳动者的控制权力得到巩固与合理化。在此基础上,平台通过构建并货币化消费者的互动评价而颠倒了评价权力,使消费者成为全天候为平台生产数据的产消者,进而导致消费者的主权被剥夺。在由此形成的“赢者通吃”的局面下,颠倒“被颠倒”的评价性权力,进而实现平台经济的良好治理,就成为平台企业监管的重要议题。

In today's increasingly platform market,every individual who enters the platform and produces consumer behavior has the opportunity to evaluate products and services.When consumer evaluation affects and changes the behavior of the evaluated person,evaluation has the possibility of becoming power.Consumers determine the evaluation price through the collective exercise of evaluation power.The platform provides a list to sort the evaluation"price"of producers,and producers constantly correct their behavior according to the evaluation rules in order to compete for a higher ranking,which constitutes the function process of evaluation power.In the name of serving the interests of consumers,the platform consumer alliance can be established.With the help of consumers'evaluation,the control power of the platform over producers and workers can be consolidated and rationalized.On this basis,the platform reverses the evaluation power by constructing and monetizing the interactive evaluation conducted by consumers,making consumers become prosumers of production data for the platform all day,which leads to the deprivation of consumer sovereignty.Under the situation of winner take all,reversing the reversed evaluative power has become an important issue for the supervision of platform enterprises in order to move towards good governance in the platform era.