Xie Yizhang
Algorithmic personalized pricing has entered the Chinese public field under the name of ‘big data-enabled price discrimination’. In terms of economic effects, algorithmic personalized pricing can not only promote competition but also improve social and consumer welfare in many cases. The damage and illegality of algorithmic personalized pricing does not lie in its own impact, but in the damage to the legitimate rights of consumers caused by its use process and method. The regulatory concept of algorithmic personalized pricing in China should shift from focusing on the substantive legitimacy of the results to focusing on the process of algorithmic personalized pricing. The substantive justice of the economic effect of algorithmic personalized pricing is guaranteed by supervising the procedural justice of the algorithmic personalized pricing. In the compliance process of algorithmic personalized pricing, transparency, the legitimacy evaluation of algorithmic procedures, and the protection of consumer rights play key roles in procedural justice.
内容提要 基于经济效果的场景化分析，算法个性化定价的损害性与违法性不在于其本身的影响效果，而是取决于其使用过程和方式所导致的消费者合法权益受损。我国对算法个性化定价的规制理念应从关注结果的实质正当性转向聚焦于经营者在算法个性化定价的通知、选择和过程监管。通过监管经营者实施算法个性化定价的程序正义，确保算法个性化定价经济效果的实质正义。在算法个性化定价的合规进程中，算法个性化定价实施的透明度和算法程序的正当性评估对消费者选择权的保障起到关键作用，能够有效抑制算法个性化定价过程中“资本逻辑”的负效应。