Research On Cooperative Governance Of Big Data-based Price Discrimination Of E-commerce Platforms

In recent years,the platform economy has developed rapidly,and the application of big data technology by e-commerce platform enterprises has brought many conveniences to people’s lives.However,as the data producer,consumers are increasingly becoming the target of "harvesting" by enterprises,and big data-based price discrimination occur frequently.The behavior under the support of big data technology is highly covert and has a wide range of effects,affecting all aspects of people’s lives,not only infringing on the rights and interests of consumers,but also detrimental to the overall healthy development of the industry.As for the regulation of this behavior,the current method is still dominated by single government supervision,which is difficult to work.Therefore,it is of great significance to study its governance mode from the perspective of collaborative governance.Based on the analysis of the research status of big data-based price discrimination governance at home and abroad,the systematic analysis of big data-based price discrimination collaborative governance is carried out according to the collaborative governance theory,the rooting theory and the evolutionary game theory,First,based on the grounded theory,find out the relevant subjects and main influencing factors of the collaborative governance of big data-based price discrimination.On this basis,build an evolutionary game model including e-commerce platform enterprises,consumers and governments,analyze the strategic evolution path of each participant and the factors affecting its evolution,further explore the stability of the equilibrium point in the game system through Jacobi matrix,and conduct numerical simulation.Finally,put forward relevant suggestions to improve the collaborative governance.The conclusions are as follows:First,through qualitative analysis of the factors affecting the collaborative governance of big data-based price discrimination,it is concluded that the government,e-commerce platform enterprises and consumers mainly participate in the collaborative governance of big data-based price discrimination through the path of "macro situational factorsinternal state factors-external interaction factors-individual behavior choice".Macro situational factors,internal state factors and external interaction factors are the main factors affecting the collaborative governance of big data-based price discrimination.Among them,the influence factor of new media public opinion has become the "magnifying glass" of big data-based price discrimination of e-commerce platform enterprises,and has become one of the important factors that affect the strategic choice of interest subjects.Secondly,through the construction of evolutionary game model and numerical simulation,it is found that the strategy choice of e-commerce platform enterprises is related to the amount of government punishment,the amount of compensation to consumers and other factors;The choice of consumer strategy is related to the amount of compensation and the cost of safeguarding rights;The choice of government strategy is related to the amount of punishment,reputation loss and supervision cost.In addition,the value of government incentives to consumers has a significant impact on the evolution path of each participant’s strategic choice.When the government rewards consumers less,the probability of protecting consumers’ rights is low,and the deterrent to enterprises is small,but when the reward is too high,the governance effect will decline.Therefore,for the government,it is necessary to strengthen its own construction,improve the supervision level,attach importance to the role of new media,create a good public opinion supervision environment,increase the strength of rewards and punishment,improve the supervision system,guide enterprises to self-discipline,and promote the healthy development of the industry;E-commerce platform enterprises should actively cooperate with external management and strictly abide by regulations;Consumers should strengthen their willingness to protect their rights and improve the effect of collaborative governance.