大数据“杀熟”的原因评估与对策研究——基于层次分析法

Evaluation and Countermeasure Research of Big Data “Killing”—Based on Analytic Hierarchy Process

摘要: 近几年，各电商平台或软件利用大数据对消费者进行“杀熟”的行为逐渐被广泛关注。“大数据杀熟”是在数字经济语境下诞生的新概念，其形式上表现为通过算法将价格设定为消费者支付意愿，从而在价格上歧视终端消费者。该行为不仅侵犯了消费者的合法权益，更对市场竞争环境造成了一定的破坏。本文通过文献研究，跨学科研究的方式进一步分析当代社会中大数据“杀熟”现状，深入探索大数据“杀熟”产生的可能原因，思考科学构建大数据“杀熟”原因评估体系的步骤，通过分析研究得出“杀熟”获得的收益以及企业社会公众形象是导致大数据“杀熟”的主要原因，最后提出有效的对策建议，建设健康稳定持续的市场环境。

Abstract: In recent years, the use of big data by e-commerce platforms or software to “kill” consumers has gradually attracted widespread attention. Big data “killing” is a new concept born in the context of digital economy, which is manifested in the form of setting the price to the consumer’s willingness to pay through algorithms, thereby discriminating end consumers in price. This behavior not only infringes on the legitimate rights and interests of consumers, but also causes certain damage to the market competition environment. Through literature research and interdisciplinary research, this paper further analyzes the current situation of big data “killing” in contemporary society, deeply explores the possible reasons for the occurrence of big data “killing”, thinks about the steps of scientifically constructing the evaluation system of the causes of big data “killing”, and concludes through analysis and research that the benefits obtained by “killing” and the public image of the enterprise society are the main reasons for the “killing” of big data, and finally puts forward effective countermeasures and suggestions to build a healthy, stable and sustainable market environment.