Media: why do consumers believe that big data is "killing"?


Media: why do consumers believe that big data is

Related news: measured "big data kill" rumors: when to buy tickets the cheapest and no rules?

Recently, the author Wang Xiaoshan a suspected Internet booking site "big data familiar" caused heated discussion on the microblog. Despite the site's timely clarification, many netizens are still dissatisfied with the price volatility of the ticket: ticket prices change so fast, is not really the airline in trouble?

Recently, the Beijing Youth Daily * carried out an investigation into the five internet ticket purchase platforms of flying pigs, Ctrip, American group, way cattle and Hornets nest. The results show that the early morning ticket is cheap, the morning ticket is cheap, the earlier the ticket is cheaper, the more expensive the price is, and so on are not entirely correct.

Internet platforms have clarified, civil aviation departments have come forward to deny rumors, the media survey also many, but did not significantly reduce the "big data maturity" and consumer queries.

Objectively speaking, there is a common dilemma that neither the witness nor the rebutter can produce conclusive evidence about "big data ripening", or that this is a problem that can never be proved. Not to mention that consumers who claim to have experienced "homicide" are only based on personal experience, and the impression of "homicide" is likely to contain contingency factors. Even this media experiment, to a large extent, can only draw a "not absolute" conclusion.

So, a more important question is, why can an unproven concept capture so much trust? Why do consumers prefer to believe it?

It can be said that the rise of Internet e-commerce platforms, including OTA platform (online travel platform), redefines people's consumption patterns. One of the outstanding changes is that the uncertainty and complexity of the consumption environment have been greatly enhanced. To some extent, the concept of "big data killing" is the product of such uncertain environment.

For a long time, people have been accustomed to plain marking or off-line bargaining, which corresponds to price certainty and consumers'partial participation in pricing. But in the age of OTA, all of this is no longer the same. Large data analysis, data transmission, search and caching, while strengthening the dynamic range of price changes and even increasing randomness, also let consumers lose the reference and grasp of price certainty. In this context, the concept of "big data ripening" just satisfies people's imagination that a set of dynamic pricing system may hide a cat's greasy space.

Concomitant with uncertainty, people's choices in the Internet consumption environment seem to increase, but because of the further expansion of information asymmetry, in the face of complex and abstract large data algorithms, consumers'relative deprivation and even the sense of being manipulated is actually stronger. The resulting widespread "weak" mentality, or a direct reinforcement of suspicion and impulse to prosecute powerful platforms. Some analysis pointed out that as long as the technology and platform are still in the hands of the giants, then from "thousands of people thousands of faces" to "thousands of people thousands of prices" may be just a thought. Perhaps no Internet giant has the incentive to do this right now, but as long as this is possible, Internet companies are ultimately \\\\\\\\\\\\\\\\\\

More importantly, consumers have real experience to support the almost instinctive "presumption of guilt" of giants. Apple, for example, admitted that they did limit the performance of older models; for example, the three major carriers stopped "unlimited traffic" but were accused of "changing their armour and pushing it back". Many cases are constantly strengthening the public impression that the giants hold the advantages of technology and information asymmetry, and there is indeed too much room for maneuverability in infringing on the rights and interests of consumers. Suspicion and accusation are, therefore, a natural "weapon of the weak".

Therefore, in the face of the popularity of the theory of "big data ripening", the Internet platform for specific issues and timely clarification of doubts, but the shallowest response. In the era surrounded by giants, how to close the distance between Internet enterprises and consumers, or how to redefine the way of connecting with consumers and users, is a problem that must be faced.


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