电商平台大数据“杀熟”行为的法律困境与出路

The Legal Dilemma and Solution of Big Data Killing Behavior on E-commerce Platforms

随着大数据时代的到来,电商行业呈现欣欣向荣的态势,大数据的运用给数字经济市场带来巨大生机与活力的同时,电商经营者为了达到利润最大化的目的,将掌握的客户数据信息通过差异化定价的方式,对平台用户实施大数据“杀熟”行为,给用户的权益和电商行业发展带来极大消极影响。尽管有相关法规可以约束大数据“杀熟”行为,但在司法实践中存在法律规制的困境。研究发现,大数据“杀熟”行为的原因是大数据“杀熟”定义含糊不清,损害用户权益、阻碍长期电商行业发展。欲有效规制大数据“杀熟”行为,须对平台进行监管并构建脱敏机制,诉讼中实行举证责任倒置,完善大数据相关立法,塑造良好的电商经营环境。

With the advent of the era of big data, the e-commerce industry has shown a thriving trend. The application of big data has brought great vitality and vitality to the digital economy market. At the same time, in order to maximize profits, e-commerce operators will implement big data “kill” behavior for platform users through differentiated pricing. It brings great negative impact on the rights and interests of users and the development of the e-commerce industry. Although there are relevant laws and regulations that can restrict the behavior of big data killing, there is a dilemma of legal regulation in judicial practice. The study found that the reason for the behavior of big data killing is that the definition of big data killing is vague, damaging the rights and interests of users and hindering the development of the long-term e-commerce industry. In order to effectively regulate the killing behavior of big data, it is necessary to supervise the platform and build a desensitization mechanism, implement the reversal of the burden of proof in litigation, improve the legislation related to big data, and create a good e-commerce business environment.