电子商务时代的“杀熟”：消费者权益保护的困境与路径探析
“Price Discrimination against Regular Customers” in the Age of E-Commerce: Exploring and Analysing the Dilemmas and Paths of Consumer Rights Protection

随着互联网技术的飞速发展，大数据和算法已广泛应用于电子商务领域。然而，大数据“杀熟”现象的出现，对消费者权益保护提出了新的挑战。本文旨在分析电子商务时代下“杀熟”行为的内涵、特征及其对消费者权益的影响，探讨当前消费者权益保护的困境，并提出相应的解决路径。大数据“杀熟”行为违背了公平交易原则，侵犯了消费者的知情权和公平交易权。同时，我国在法律规制和监管机制方面存在不足，导致消费者权益保护面临诸多困境。为此，本文从提高算法透明度、完善监管体系、加强消费者权力救济等解决路径，以期为我国电子商务领域的消费者权益保护提供理论支持和实践指导。
With the rapid development of internet technology, big data and algorithms have been widely applied in the field of e-commerce. However, the emergence of big data “price discrimination against regular customers” has posed new challenges to the protection of consumer rights. This paper aims to analyze the connotations, characteristics, and impacts of “price discrimination against regular customers” in the era of e-commerce, discuss the current dilemmas in protecting consumer rights, and propose corresponding solutions. The behavior of big data “price discrimination against regular customers” violates the principle of fair trade and infringes on consumers’ rights to information and fair trading. Meanwhile, there are deficiencies in China’s legal regulations and regulatory mechanisms, leading to numerous dilemmas in the protection of consumer rights. To address this, the paper suggests solutions such as enhancing algorithmic transparency, improving the regulatory system, and strengthening remedies for consumer rights, with the aim of providing theoretical support and practical guidance for the protection of consumer rights in China’s e-commerce sector.