电商网络平台“大数据杀熟”行为的现状及法律思考——以消费者权益保护为视角
Current Situation and Legal Consideration of “Big Data Kills” Behavior on E-Commerce Network Platform—From the Perspective of Consumer Rights Protection

网络平台经济是依托网络技术逐步发展起来的新型经济形态，深受社会大众的喜爱。“大数据杀熟行为”是随着网络平台经济不断发展而出现的产物，该行为是电商平台经营者对消费者的信息进行收集，之后对此类信息进行筛选并分析，形成消费者的画像，对不同的群体进行不同的定价，形成价格歧视，带来的结果往往是消费者支付高额价款，而经营者获取超额的利润，对消费者的知情权、自主选择权、公平交易权与个人信息均造成侵害。当前在对大数据杀熟行为中消费者权益进行保护时，存在大数据杀熟行为的认定标准不明确、相关部门监管不到位、消费者维权途径少等问题。因此，应从进一步完善相关法律法规、相关部门加强监管力度、拓宽消费者权利救济的途径等几个方面着手，以实现对消费者权益的保护，构建良好的网络平台经济秩序。
The network platform economy is a new economic form which is gradually developed by the network technology, and is deeply loved by the public. “Big data killing behavior” is a product of the continuous development of network platform economy. This behavior is that e-commerce platform operators collect consumers’ information, and then screen and analyze such information to form a portrait of consumers. Different groups are priced differently to form price discrimination, which often results in consumers paying high prices. However, operators gain excessive profits, which infringes on consumers’ right to know, right to choose independently, right to fair trade and personal information. At present, when protecting the rights and interests of consumers in big data killing behavior, there are problems such as unclear identification standards of big data killing behavior, inadequate supervision by relevant departments, and few ways for consumers to protect their rights. Therefore, we should further improve the relevant laws and regulations, strengthen the supervision of relevant departments, and broaden the ways of consumer rights relief, so as to realize the protection of consumer rights and build a good economic order of online platforms.