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International Journal of Frontiers in Sociology, 2024, 6(4); doi: 10.25236/IJFS.2024.060403.

Exploration on the protection of consumer rights and interests in big data price discrimination


Zhao Qizhi

Corresponding Author:
Zhao Qizhi

School of Law and Intellectual Property, China Jiliang University, Hangzhou, 310018, China


In the era of artificial intelligence, network platform operators utilize algorithmic technology to process user information and analyze user preferences for precise service recommendations. However, the professional and covert nature of this technology can potentially lead to the phenomenon known as "big data price discrimination". This phenomenon infringes upon consumers' rights to knowledge, independent choice, and fair trade. The fundamental reason behind this issue lies in the opacity and irrationality of algorithmic pricing behavior. To address this problem effectively, it is imperative to establish regulatory measures, develop mechanisms for interpreting algorithms, enhance relief mechanisms for consumer rights protection, and regulate big data and algorithmic technology at an institutional level. This entails clarifying the boundaries of data collection while also revealing the limitations inherent in algorithms. By implementing comprehensive regulations throughout all stages of operation through pluralistic governance approaches and legal improvements, we can dismantle the black box surrounding algorithms, regulate their power appropriately, and safeguard consumers' rights.


big data price discrimination; discriminatory pricing; independent choice; fair trading rights

Cite This Paper

Zhao Qizhi. Exploration on the protection of consumer rights and interests in big data price discrimination. International Journal of Frontiers in Sociology (2024), Vol. 6, Issue 4: 15-20. https://doi.org/10.25236/IJFS.2024.060403.


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