Research On The Protection Path Of Consumers’ Fair Trading Rights In Differential Pricing By Big Data Technology

With the development of society entering the era of big data,the widespread use of big data has not only facilitated people’s lives,but also generated a series of legal and social issues,among which the widely discussed and criticized behavior of big data "killing off".Big data "killing" uses consumer information data to differentiate consumer groups,and uses algorithmic technology to develop discriminatory pricing strategies for differentiated pricing.With more and more cases of big data "killing" appearing in newspapers,how to determine the nature of big data "killing" behavior,whether it constitutes infringement,and how to regulate it have become a hot topic of discussion at present.In a normal and reasonable transaction,the price of a commodity should be in line with production costs and market supply and demand.However,through the operation of the " algorithmic black box",the true price of goods is hidden,and the consideration paid by consumers is only the result of discriminatory pricing by operators.This article will use case studies to introduce questions,clarify the definition of big data "killing",analyze the constituent elements of big data "killing" behavior,and create element maps to more intuitively reveal the " killing" process.Analyzing the relationship between consumers’ fair trading rights and algorithmic justice,it is pointed out that big data " killing" is an illegal act that violates the requirements of algorithmic justice and infringes on consumers’ fair trading rights.Further in-depth analysis of the various reasons for this infringement phenomenon,such as the concealment of algorithm technology,information imbalance between operators and consumers,and discriminatory pricing by operators.In response to these issues,this article proposes corresponding countermeasures and suggestions,such as improving the transparency of algorithm technology,correcting information imbalance,and regulating operator behavior.This article also suggests building a mechanism for exchanging and comparing pricing information of goods,meeting the needs of consumers for " comparing goods to three",and supervising the pricing behavior of operators.Through the above suggestions and countermeasures,we aim to better regulate the phenomenon of "killing off" big data and protect consumers’ fair trading rights and other legitimate rights and interests.