电子商务中大数据杀熟行为的法律规制问题研究

Research on the Legal Regulation Issues of Big Data’s “Killing Familiarity” Behavior in Electronic Commerce

随着中国经济与科技的飞速发展,电子商务开始进入大众视线,并且成为当今民众不可缺少的生活工具。然而,随着这种新兴产业的兴起,问题也不断涌现,比如依靠算法手段的大数据“杀熟”行为开始出现,商家利用优势地位侵害消费者的权益。大数据“杀熟”一般具有技术依赖性、信息隐蔽性、法律规制难度大等特征,且相关立法不完善,消费者面对侵害维权困难,司法机关对电商平台惩罚力度不够等问题让大数据“杀熟”现象屡禁不止,要解决“杀熟”现象,必须完善相关法律规范,降低消费者维权难度,加大对电商平台的惩罚力度,以打造健康的电子商务环境,保护消费者权益。

With the rapid development of China’s economy and technology, e-commerce has begun to enter the public eye and become an indispensable tool for people’s daily lives today. However, with the rise of this emerging industry, problems continue to emerge, such as the emergence of big data “killing off” behavior relying on algorithmic means, and businesses using their advantageous positions to infringe on the rights and interests of consumers. Big data “killing off” generally has characteristics such as technological dependence, information concealment, and difficulty in legal regulation. In addition, incomplete legislation makes it difficult for consumers to protect their rights in the face of infringement, and insufficient punishment by judicial authorities for e-commerce platforms. This phenomenon of big data “killing off” continues to occur. To solve this problem, it is necessary to improve relevant legal norms, reduce the difficulty of consumer rights protection, and increase the punishment on e-commerce platforms to create a healthy e-commerce environment and protect consumer rights.