电子商务领域算法动态定价的规制建议  

Suggestions on the Regulations of Algorithm Dynamic Pricing in the Field of E-commerce

作　　者：朱黄娟 ZHU Huangjuan(China Jiliang University)

机构地区：[1]中国计量大学

出　　处：《中国商论》2021年第18期39-41,共3页China Journal of Commerce

摘　　要：将算法运用到电子商务领域,通过对大数据的分析和利用,电子商务经营者可以按照消费者的喜好为其推送个性化的商品或服务,经营者也可以利用算法来收集消费者信息,对其进行精准画像,在此基础上作出歧视性定价的行为。这种行为不仅是对消费者公平交易权的损害,还反映了当前电子商务领域对个人信息进行不合理收集、处理和滥用的现状。本文主要从消费者权益保护角度出发,提出对动态定价行为进行规制的建议。Applying algorithms to the field of e-commerce,through the analysis and usage of big data,e-commerce operators can introduce personalized products and services to consumers according to their preferences,and operators may also use algorithms to collect consumer information so as to make an accurate portrait of it,and make discriminatory pricing behaviors on this basis.This behavior not only harms consumers’rights to fair transaction,but also reflects the current situation of unreasonable collection and processing and abuse of personal information in the current e-commerce field.This article mainly starts from the perspective of consumer rights protection,and puts forward suggestions on the regulations of dynamic pricing behavior.

关 键 词：电子商务 算法动态定价 消费者权益 大数据 歧视定价 

分 类 号：F724.6[经济管理—产业经济]