Research On Strategies To Improve The Governance Effectiveness Of Big Data Price Discrimination Under Data Property Rights On E-commerce Platforms

With the rise of mobile payments in recent years,the phenomenon of e-commerce platforms using big data price discrimination has become more frequent,attracting widespread attention from various sectors of society.Due to the concealment of big data price discrimination,it is difficult for the government to regulate,and the effectiveness of consumer rights protection and complaints is poor,which further leads to the rampant use of big data price discrimination.However,in 2021,China first proposed the concept of data ownership,and personal data protection has begun to enter a substantive stage,which not only provides consumers with legal tools to effectively combat big data price discrimination,but also provides new solutions for the governance of this symptoms.To improve the governance effectiveness of big data price discrimination in China,this paper starts from the perspective of data ownership,explores the existing governance dilemmas of big data price discrimination,studies the interactions between various actors in the governance of big data price discrimination,and proposes policy recommendations to improve governance effectiveness.The research content of this paper is mainly divided into three parts.Firstly,based on the grounded theory,data was collected through semi-structured interviews,and the data was coded using Nvivo20 software to establish a corresponding theoretical model,extracting the governance dilemmas of big data price discrimination on e-commerce platforms under data ownership.Secondly,this paper establishes an evolutionary game model,and uses the Jacobian matrix and Matlab2018 b to solve and simulate the interactions between the government,consumers,and e-commerce platforms in the governance of big data price discrimination.Finally,by integrating all the analyses,this paper proposes policy recommendations to improve governance effectiveness.Specifically,this paper obtains the following conclusions:(1)Under data ownership,there are four major governance dilemmas in China’s governance of big data price discrimination on e-commerce platforms,namely "government regulation supply is lower than demand dilemma","consumer cognitive conflict dilemma","governance vacancy dilemma",and "e-commerce platform monopoly dilemma".(2)In the process of governance of big data price discrimination on e-commerce platforms,there are four types of interactions between actors that have a significant impact: first,whether consumers compare prices is the key to big data price discrimination on e-commerce platforms;second,under evolutionary stability conditions,the government’s strategy choice depends on the cost of investment;in addition,the amount of punishment imposed by the government on e-commerce platforms for big data price discrimination behavior has a certain deterrent effect;finally,the exercise of consumer personal data rights will to a certain extent inhibit their big data price discrimination behavior.(3)Based on the analysis of grounded theory and the evolutionary game model,this paper proposes policy recommendations to improve governance effectiveness of big data price discrimination on e-commerce platforms under data ownership,including "improving the government’s regulatory supply capacity","fully encouraging multiactor collaborative governance",and "jointly improving the governance ability of data ownership among all parties".Compared with previous studies,this research takes data ownership as the starting point,distinguishes it from past governance methods of big data price discrimination,and the differentiation of data ownership background is one of the innovations of this paper.In addition,this paper combines empirical and theoretical research methods,and takes into account the processing of quantitative and qualitative data,making the research results traceable and verifiable.However,due to the limitations of research resources,this paper has certain shortcomings,and future research can expand the scope of research,gradually relax the assumption constraints,to be more closely aligned with the real situation of big data price discrimination on e-commerce platforms in the real society and may achieve new research results.