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Big Data "Price Gouging": Who Will Pay for Consumer Rights?

Tech 2024-09-10 20:36:45 Source: Network
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Big Data "Price Gouging": Who Will Pay for Consumer Rights?Recently, a netizen named Xia Chen discovered that the price of a plane ticket he purchased on Tongcheng Travel was 1300 yuan higher than the same ticket purchased by his friend! This is not an isolated case, and more and more users are reporting that different users see different prices for the same product on the same platform at the same time. Behind this phenomenon lies the disturbing behavior of big data "price gouging

Big Data "Price Gouging": Who Will Pay for Consumer Rights?

Big Data "Price Gouging": Who Will Pay for Consumer Rights?

Recently, a netizen named Xia Chen discovered that the price of a plane ticket he purchased on Tongcheng Travel was 1300 yuan higher than the same ticket purchased by his friend! This is not an isolated case, and more and more users are reporting that different users see different prices for the same product on the same platform at the same time. Behind this phenomenon lies the disturbing behavior of big data "price gouging."

Big Data "Price Gouging": Who Will Pay for Consumer Rights?

"Price gouging" refers to the practice of platforms using big data to analyze user behavior preferences, such as query frequency, device type, and historical purchase records, to set different prices for different users, thereby achieving "precise" "price gouging." While this behavior may seem clever, it actually harbors significant risks.

Big Data "Price Gouging": Who Will Pay for Consumer Rights?

The Embarrassment of "Price Gouging": Tongcheng Travel's "Personalized" Pricing

Big Data "Price Gouging": Who Will Pay for Consumer Rights?

Xia Chen's experience is not unique. It is understood that many users have reported that the price of a product would increase when they repeatedly checked the price on the same platform. For example, on Tongcheng Travel, if a user frequently checks the price of the same flight, the system will adjust the price based on the user's query frequency, device type, and other factors. Ultimately, users may be forced to buy the ticket at a higher price.

Big Data "Price Gouging": Who Will Pay for Consumer Rights?

This "personalized" pricing may seem like a differentiated service based on user needs, but it is actually the platform taking advantage of big data to "precisely" "gouge" users. For users, this behavior is undoubtedly distasteful because they cannot understand why the platform is giving them "special" treatment, nor can they understand why their price is much higher than others.

Big Data "Price Gouging": Who Will Pay for Consumer Rights?

The Spread of "Price Gouging": Meituan Dianping and Food Delivery Platforms Are Not Immune

Big Data "Price Gouging": Who Will Pay for Consumer Rights?

Big data "price gouging" is not limited to the airline ticketing field. Previously, netizens have revealed that when using Meituan Dianping to book restaurants, different users see different prices at the same time. Moreover, the highest price is often for the first-time query user, and the price will increase again if the page is refreshed. Similar situations have occurred on food delivery platforms. Many netizens have discovered that even when using the same account, the same device, and the same network environment to check the prices of dishes at the same store, different prices can still appear.

Big Data "Price Gouging": Who Will Pay for Consumer Rights?

These platforms leverage user browsing habits, ordering habits, and other data to "precisely" "price gouge" users, thereby achieving "disguised price increases." This behavior undoubtedly harms consumer interests and damages the platform's reputation.

Big Data "Price Gouging": Who Will Pay for Consumer Rights?

The Conflict Between Corporate Interests and Consumer Rights: Who Will Balance the Scale?

Big Data "Price Gouging": Who Will Pay for Consumer Rights?

Although this personalized pricing can help increase platform revenue, it severely harms consumer interests. After all, no one wants to be "gouged" for being a "loyal customer," and no one wants to see increasingly higher prices for frequent queries. More importantly, this practice violates the principles of fair competition and honest business practices.

Big Data "Price Gouging": Who Will Pay for Consumer Rights?

As service providers, platforms should treat all consumers fairly, impartially, and transparently, rather than using big data "magic" to secretly set different prices. In a way, this personalized pricing can indeed help businesses profit. But the problem is, if this "price gouging" behavior becomes too frequent and too egregious, it will inevitably lead to consumer dissatisfaction and resistance. After all, no one likes to be treated as a "lamb to be slaughtered."

Big Data "Price Gouging": Who Will Pay for Consumer Rights?

Honest Business Practices Are the Key: Businesses Cannot Only Focus on Immediate Profits

Big Data "Price Gouging": Who Will Pay for Consumer Rights?

Honest business practices are crucial for businesses. Without consumer trust and support, no business can survive or thrive. While striving for profits, major platforms should also understand that honest business practices are the key to long-term success, and they cannot only focus on immediate profits.

Big Data "Price Gouging": Who Will Pay for Consumer Rights?

If major platforms all engage in "price gouging," they will ultimately be the ones who suffer. After all, in the internet age, consumer reputation and reviews are critical. Once consumers' bottom line is touched, negative publicity is sure to follow.

Big Data "Price Gouging": Who Will Pay for Consumer Rights?

Consumer Rights Need Protection: Be Wary of "Price Gouging" Behavior

Big Data "Price Gouging": Who Will Pay for Consumer Rights?

Personalized pricing in the big data era can benefit businesses, but if it becomes too frequent or too egregious, it will inevitably lead to consumer dissatisfaction and resistance. Honest business practices are the key to long-term success. We hope that major platforms will take consumer questions and dissatisfaction seriously and stop engaging in frequent "price gouging" behavior. We also hope that consumers will remain vigilant and not give "price gouging" behavior an opportunity.

Big Data "Price Gouging": Who Will Pay for Consumer Rights?

In the face of big data "price gouging," we need to work together to protect consumer rights and promote fair market competition. Consumers need to be vigilant and learn some techniques to prevent "price gouging," such as using different accounts, devices, and network environments to query, and avoiding frequent queries for the same product. At the same time, regulatory authorities should strengthen supervision, establish relevant laws and regulations, regulate platform pricing behavior, and protect consumers' legitimate rights and interests.

Big Data "Price Gouging": Who Will Pay for Consumer Rights?

Ultimately, we believe that honest business practices are the foundation of business development. Only by winning consumer trust can we stand firm in the market competition.


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