Research on Supervision Mechanism of Big Data Discriminatory Pricing on the Asymmetric Service Platform—Based on SD Evolutionary Game Model

Abstract

Big data discriminatory pricing behavior of service platforms frequently occurs, which affects the legitimate rights and interests of consumers as well as the healthy development of the platform economy. The SD (System Dynamics) evolutionary game model characterizing the game relationship of a big platform, small platform, and government is constructed together with its equilibrium solutions in order to analyze the regulatory dilemma and governance mechanism against big data discriminatory pricing of service platforms. This paper finds that government punishment on the behavior of big data discriminatory pricing plays a decisive role. When the government punishment is large enough, both platforms tend towards fair pricing; when the government punishment is insufficient, the big platform always tends towards discriminatory pricing. The supply chain of the service platform falls into the regulatory dilemma of big data discriminatory pricing behavior. Due to the hidden characteristics of big data discriminatory pricing and technical challenges in authentication and proof, a third party is introduced for supervision, and an SD evolutionary game model with a collaborative supervision mechanism of the government and the third party is constructed. The results show that positive supervision of the third party can effectively regulate the big data discriminatory pricing behavior of the big platform, which has specific implications for the design of the supervision mechanism against big data discriminatory pricing of service platforms.