平台差异化定价行为的法律规制

Legal regulation of differentiated pricing behavior on platforms

在数字经济背景下,一些平台经营者利用大数据优势和信息不对称情况,通过算法技术对不同类型的消费者施以无关乎成本的差别化定价,平台定价行为对新老顾客的区别定价增加了特定对象的额外交易成本,不仅侵害了消费者的知情等权利,也损害了市场交易秩序,破坏了正常的商业竞争结构和消费架构。现行法律对该现象均有一定的涉及,但其适用或规制方面都还有待改进,存在较大的立法空白。文章对此进行研究,以更好地保障消费者权益,维护良好健康的消费环境。

In the background of the digital economy,some platform operators take advantage of big data advantages and information asymmetry to apply cost independent differential pricing to different types of consumers through algorithmic technology.The platform's pricing behavior increases the additional transaction costs of specific objects for new and old customers,not only infringing on the rights of consumers to know,but also damaging the market transaction order and disrupting the normal commercial competition structure and consumption structure.The current laws have certain implications for this phenomenon,but there is still room for improvement in its application or regulation,and there is a significant legislative gap.This paper makes a research on this,in order to better protect the rights and interests of consumers,maintain a good and healthy consumption environment.