算法价格歧视的连锁报复效应
The cascading retaliation effect of algorithmic price discrimination
摘要
电子商务平台利用算法预测消费者支付意愿并实施算法价格歧视的现象日益普遍。现有研究已证实算法价格歧视会引发消费者对平台的负面反应及报复性行为，但关于此类报复性行为是否会突破单一平台边界，进一步演化为跨平台、跨情境的连锁报复效应，以及这一溢出效应的内在心理机制与边界条件，尚缺乏系统探讨。本文聚焦算法价格歧视所诱发的算法信任崩塌现象，探索消费者为何以及何时会产生连锁报复性行为，并进一步揭示其可能带来的数字生态风险。具体而言，首先，基于三维公平理论与消费者算法偏见视角，探讨不同类型算法价格歧视如何引发超越单一平台的连锁报复效应，并考察其边界条件。其次，基于有限理性与认知偏差理论，进一步揭示损失厌恶、可得性偏差等经典认知偏差如何与公平感知动态交互，共同驱动消费者在算法价格歧视情境下的连锁报复性行为。本文突破了既有研究主要关注单一平台报复反应的局限，将消费者报复性行为拓展为跨平台、跨情境的连锁报复效应，并从算法信任崩塌的视角揭示算法价格歧视可能引发的系统性影响。本研究不仅有助于深化对算法时代消费者行为规律的理解，也为平台企业优化算法治理、维护消费者信任，以及政府和监管部门防范数字生态中的算法风险提供理论依据与实践启示。
Abstract
E-commerce platforms increasingly use algorithms to predict consumers' willingness to pay and implement price discrimination. While existing research has confirmed that this practice can trigger negative consumer responses and retaliation against the platform itself, it remains largely unexplored whether such retaliation can spill over beyond the focal platform to instigate chained retaliation across different platforms and contexts, as well as the underlying psychological mechanisms and boundary conditions governing this spillover effect. This paper focuses on the collapse of algorithmic trust induced by price discrimination, exploring why and when consumers engage in chained retaliation and revealing the consequent risks to the digital ecosystem. Specifically, drawing on three-dimensional fairness theory and the consumer algorithmic bias perspective, we first investigate how various types of algorithmic price discrimination trigger chained retaliation beyond the shopping platform and examine its boundary conditions. Second, building on bounded rationality and cognitive bias theories, we further reveal how classic cognitive processing biasessuch as loss aversion and availability heuristicsinteract with fairness perceptions to jointly drive consumers' chained retaliation. This research extends the literature by reconceptualizing consumer retaliation not merely as a single-platform response, but as a cascading retaliation effect that spans platforms and contexts. Furthermore, it unveils the systemic consequences of algorithmic price discrimination pervading digital service ecosystems, viewed through the erosion of algorithmic trust. By uncovering this cascading effect, the study deepens the understanding of consumer behavior in the algorithmic era. The findings also offer theoretical insights and practical guidance for firms aiming to enhance algorithm governance, as well as for policymakers and regulators seeking to mitigate algorithm-associated risks within the digital ecosystem.关键词
消费者行为/算法价格歧视/心理机制/认知偏差/溢出效应Key words
consumer behavior/algorithmic price discrimination/psychological mechanism/cognitive bias/spillover effect引用本文复制引用
牛晓晓,任芊羽,乔抒晨.算法价格歧视的连锁报复效应[EB/OL].(2026-07-05)[2026-07-08].https://chinaxiv.org/abs/202607.00014.学科分类
经济学/信息产业经济
