How to Avoid the Harm of Big Data Technology to Consumers Rights Through Law

Abstract

Merchants collect and use consumers confidence collected actively or passively. When platform operators go beyond a specific range, collect and use consumer information unrestrainedly, use algorithm technology to precisely portray consumers, implement differentiated pricing, and conduct considerable data-enabled price discrimination. On the one hand, the behavior of killing familiarity with big data violates the legitimate rights and interests of consumers, wears away consumers loyalty to the Internet industry, and hinders the conclusion of commercial transactions by inaction; on the other hand, the retail credit of platform operators is also virtually reduced. Over time, it is straightforward for consumers to have a crisis of trust in platform operators, affecting the conclusion of commercial transactions. This article starts with three judicial cases and analyzes the illegality of big data killing the rights of consumers from the perspective of theory and practice and what causes big data killing. To better protect the rights and interests of consumers, it also explores How to avoid the behavior of killing familiarity with big data through legal means.