Antitrust Legal Regulation of Algorithmic Personalized Pricing Behavior

Abstract

With the development of information technology, big data and algorithms are promoting the development of the digital economy on the one hand, but on the other hand, they are also more insidious to damage the rights and interests of consumers. In the era of big data, some Internet operators continue to use algorithm technology to unreasonably collect and summarize user information, use this information to "profile" platform users, and conduct differentiated pricing for consumers with different usage needs. Users of different mobile phone brands use the same app to search, but the prices are completely different. Specifically, the higher the brand awareness of the mobile phone, the higher the search price, and the search price is also related to the frequency of users using the software. Starting from the basic theory of algorithmic personalized pricing, this paper analyzes the basic theory of algorithmic personalized pricing, studies the impact of this behavior on the market and consumers, analyzes the anti-monopoly regulation of algorithmic personalized behavior from the existing legal framework in China, and finally discusses the regulatory path of algorithmic personalized pricing from the Anti-Monopoly Law in view of the difficulties in determining market dominance, imperfect supervision and consumer rights remedies.