In recent years

big data technology and algorithm technology have increasingly been closely combined with the e-commerce market. E-commerce operators make use of the advantages of their information technology to track

collect and analyze consumer consumption data

and implement Big Data Personalized Price Discrimination (BDPPD) on consumers based on the analysis results. Because of its concealment

technical

dynamic

and targeted nature

the BDPPD is not only difficult to find but also causes real rights infringement to consumers. In this context

this work aims to explore the shortcomings of the regulatory effect of the BDPPD

analyze the causes

characteristics and illegality of this phenomenon

and accordingly point out its infringement on the specific rights of consumers. While trying to propose a new regulatory path for them

this study tries to clarify the responsibilities of operators afterward and propose effective remedies for consumer rights. From the perspective of law enforcement and law-abiding

this work strives to effectively reduce the implementation of the BDPPD

so that the legitimate rights of consumers can be effectively protected. This study concluded that regulating big data price discrimination can rebuild the trust between consumers and operators to a certain extent

reduce the disadvantages of information asymmetry

promote legitimate competition among operators

and promote the healthy development of e-commerce in China.