Algorithmic personalized pricing has entered the Chinese public field under the name of 'big data-enabled price discrimination'.In terms of economic effects,algorithmic personalized pricing can not only promote competition but also improve social and consumer welfare in many cases.The damage and illegality of algorithmic personalized pricing does not lie in its own impact,but in the damage to the legitimate rights of consumers caused by its use process and method.The regulatory concept of algorithmic personalized pricing in China should shift from focusing on the substantive legitimacy of the results to focusing on the process of algorithmic personalized pricing.The substantive justice of the economic effect of algorithmic personalized pricing is guaranteed by supervising the procedural justice of the algorithmic personalized pricing.In the compliance process of algorithmic personalized pricing,transparency,the legitimacy evaluation of algorithmic procedures,and the protection of consumer rights play key roles in procedural justice.
