数字经济背景下对消费者实行个性化定价违法边界的研究  

Research on the Illegal Boundary of Personalised Pricing Against

作　　者：李毅[1] 李振利 Li Yi;Li Zhenli

机构地区：[1]西南财经大学法学院,四川成都611130 [2]山西师范大学社会与法学学院

出　　处：《社会科学》2020年第2期110-122,共13页Journal of Social Sciences

基　　金：国家社科基金项目“新时期中期中国特色社会主义体系下知识产权法基本理论问题研究”(项目编号:18BFX162)的阶段性成果

摘　　要：经营者对消费者的个性化定价,在传统的市场中其对消费者的损害经常被立法者所忽略,而在数字市场中,这种损害得到极其的放大,从而不得不引起竞争主管机关的重视。这种态度转变的根本原因在于一方面个性化定价确实对经济发展和消费者福利起到促进作用,另一方面在于算法的使用使个性化定价更加便利,赢得各种付款意愿消费者最大的垄断利润,从而导致总体消费者福利的损失,同时也会产生限制竞争的效果。由此,人们对侵犯消费者利益的个性化定价是否应该监管、违法标准和如何监管产生较大的分歧。基于个性化定价产生的双重效应,提出和赞同个案分析和处置的监管措施,反对统一的禁止救济措施,实现保护消费者利益和促进创新并举的目标。Operators discriminate against consumers in the traditional market.,whose damage to consumers is often ignored by legislators.In the digital market,this damage is greatly amplified and thus has to cause competition authoritiesto pay heed to the problem.The fundamental reason for this attitude change is that on the one hand,price discrimination does promote economic development and consumer welfare,on the other hand,the use of algorithms makes personalized pricing more convenient,and it can gain maximium monopolistic profit.Therefore it leads to a loss in total consumer welfareand generate s the anticompetitive effect.As a result,there is a big disagreement about whether price discrimination infringing on consumer interests should be regulated,what is illegal standards,and how to regulate.Given the double effect by personalized pricing,the paper advocates the regualting remedies of case-by case analysis and treatment,instead of protesting uniform ban remedies,to realize the goal of protecting consumers’ legitimate rights and promoting innovations together.

关 键 词：付款意愿 算法 个性化定价 消费者损害 利润增幅法 

分 类 号：F726[经济管理—产业经济]