Zhongxin Finance, March 1. On March 1, the Beijing Consumers Association released the results of a survey on the "killing" problem of Internet consumption big data, showing that more than 86.91% of the respondents had been "killed" by big data. " experience.

Big data in online shopping has the most problems of "killing familiarity", followed by online travel, food delivery and online car-hailing.

  According to reports, the experience survey selected 16 e-commerce platforms commonly used by consumers, and completed a total of 32 simulated consumer experience survey samples.

The survey results show that among the 32 simulated consumption experience samples conducted on 16 platforms, 18 samples have the same price of new and old user accounts; 14 samples have inconsistent prices between new and old accounts.

Among them, most of the samples have different final transaction prices due to different discounts or discounts. However, the individual experience samples of Fliggy Travel and Ele.me show that new and old users purchase the same goods (services) at different prices at the same time, which is obviously suspected of infringing consumers. legitimate interests.

  The Beijing Consumers Association announced the main findings of the investigation:

1.

More than 80% of the respondents believe that the phenomenon of "killing" big data is common or very common, and said that they have been "killed" by big data.

The survey results show that more than 80% (82.37%) of the respondents believe that the phenomenon of “killing” of big data is very common or common, and only a very small number (1.29%) of respondents believe that the phenomenon of “killing” of big data is not common or not at all. exist.

At the same time, more than 80% (86.91%) of the respondents said they had the experience of being "killed" by big data.

This shows that the vast majority of respondents believe that the phenomenon of "killing" big data is relatively common, and they believe that they have had the experience of being "killed" by big data.

2.

The problem of "killing familiarity" with big data in online shopping is the most, followed by online travel, food delivery and online car-hailing.

The survey results show that more than 82.44% of the respondents said that they have encountered big data "killing" in the process of online shopping, and more than 70% (76.85%) of the respondents have encountered big data "killing" in online travel consumption. ”, reflecting that more than 60% of the respondents were “killed” by big data in the consumption process of online food delivery (66.96%) and online taxi-hailing (63.00%).

In addition, some respondents said that they have encountered the problem of "killing" big data when consuming movies and videos.

This shows that the respondents believe that the problem of "killing familiarity" with big data is mainly concentrated in the consumption fields such as online shopping, online travel, takeaway and online car-hailing.

3.

More than 80% of the respondents believe that big data "killing" is reflected in the different prices of the same goods or services purchased by different users at the same time.

The survey results show that more than 85.38% of the respondents believe that big data "killing" is mainly reflected in the different prices of the same goods or services purchased by different users at the same time, and nearly 80% (79.98%) of the respondents believe that it is mainly reflected in the The price will automatically increase after the first browsing. More than 70% (75.80%) of the respondents believe that it is mainly reflected in different forms of discounts and discounts for different users, and nearly 70% (69.37%) of the respondents believe that it is mainly reflected in hiding or not giving old users discounts More than 60% (62.26%) of the respondents believe that it is mainly reflected in the provision of specific products or services according to user characteristics, and some respondents believe that it is reflected in the different prices of mobile phone configurations, the default selection of previously purchased services, and no When you buy, you get a coupon when you buy it, but there is no other form.

This shows that the respondents believe that big data "killing" is mainly reflected in the fact that different users buy the same goods or services at different prices at the same time, the price automatically increases after multiple browsing, different users enjoy different forms of discounts, and old users are hidden or not given away. Coupons and the provision of specific goods or services based on user characteristics.

4.

More than 90% of the respondents believe that enterprises use big data to "kill" for the purpose of differentiated marketing.

The survey results show that more than 92.33% of the respondents believe that enterprises use big data to "kill" for differentiated marketing, and think that it is to recommend suitable products (services) for users and save selection costs for users. However, there are very few, accounting for 17.27% and 15.67% respectively.

This shows that the vast majority of respondents believe that companies use big data to “kill” the company to carry out differentiated marketing and obtain more economic benefits; only a small number of respondents believe that companies use big data technology to recommend suitable products for users. Goods (services), or save selection costs for users.

5.

More than 90% of the respondents believe that the "killing" of big data will disrupt the market order, and more than 80% of the respondents believe that it will overdraw consumers' trust.

The survey results show that more than 92.02% of the respondents believe that the "killing" of big data will disrupt the order of market competition; more than 80% (84.64%) of the respondents believe that the "killing" of big data will overdraw consumers' trust. Reduce corporate reputation; more than 70% (75.80%) of the respondents believe that it will affect the business reputation of the entire industry; nearly 40% (37.70%) of the respondents believe that big data will also reduce user loyalty.

It can be seen that the "killing" of big data will not only overdraw the trust of corporate consumers, reduce the reputation of the company and the industry, but also disrupt the order of market competition.

6.

Nearly 90% of the respondents believe that "killing" big data will infringe on consumer rights, but few actually initiate rights protection.

The survey results show that nearly 90% (89.56%) of the respondents believe that the "killing" of big data will damage the legitimate rights and interests of consumers.

Among them, more than 80% (80.65%) of the respondents believed that consumers' right to fair trade was violated, more than 60% (66.13%) of the respondents believed that the consumers' right to know was violated, and more than half (51.51%) of the respondents believed that Infringement of consumers' right of choice, and more than 30% (37.82%) of the respondents believed that consumers' privacy rights were violated.

However, after encountering the problem of "killing" big data, more than half of the respondents chose not to go to the merchant for consumption, and more than 30% of the respondents chose to swallow their luck, and only a very few (0.43%) of the respondents chose to pass Judicial proceedings to safeguard rights.

This shows that although most of the respondents realize that the "killing" behavior of big data violates the legitimate rights and interests of consumers, there are not many people who really protect their rights according to the law. It also shows that consumers' legal awareness and self-protection awareness need to be further improved.

7.

The experience survey found that some platforms have different actual transaction prices for the same product or service purchased by new and old user accounts at the same time.

For example, when the experiencers book the "Songcheng Eternal Love (VIP ticket) + Lingyin Feilaifeng (big ticket) adult ticket" on the Fliggy Travel app on the same date through the new and old user accounts, the old user account will display the price. 360 yuan, enjoy the Fliggy red envelope of 10 yuan, and the price after the discount is 350 yuan; while the new user account shows the price of 355 yuan, and does not enjoy any discount. The new and old user accounts show different prices and enjoy different discounts.

The experience personnel ordered the same meals from the same restaurant on the Ele.me platform through two accounts of new and old users respectively. The old user's account was not only 7 yuan less than the new user's account, but also the "double subsidy" red envelope, and the delivery fee was also less than that of the new user. Discount 0.4 yuan.

8.

Most of the respondents believe that the "killing" behavior of big data is highly concealed and the supervision methods cannot keep up, and hope to further increase supervision and punishment.

Regarding the reasons for the repeated prohibition of "killing" big data, nearly 90% (88.01%) of the respondents believed that the supervision methods could not keep up, and at the same time, they believed that the concealment was too strong (85.95%) and the relevant laws and regulations were not perfect (82.32%) More than 80% of the respondents in the survey, in addition, nearly 80% (79.53%) of the respondents believe that it is not easy to obtain evidence.

As for how to regulate and manage big data "killing", more than 92.43% of the respondents believe that supervision and punishment should be further strengthened, and more than 86.65% of the respondents believe that it is necessary to improve the legislation to increase the number of individuals In terms of information protection, over 70% (70.97%) of the respondents believe that corporate self-discipline should be strengthened, and more than 60% (65.60%) of the respondents believe that consumers should improve their awareness of self-protection and their ability to protect their rights in accordance with the law.

  In order to safeguard the legitimate rights and interests of consumers and promote the healthy development of the Internet economy, the Beijing Consumers Association has put forward suggestions based on the survey results of the "killing" problem of Internet consumption big data.

1.

Improve relevant laws and regulations, increase the protection of personal information, and provide a legal basis for regulating and managing big data "killing" behavior.

Due to the subjectivity and ambiguity of the concept of "killing familiarity" in big data, and the diversity and concealment of its forms, the relevant laws and regulations are still not specific enough. , to provide a legal basis for regulating and governing the "killing" behavior of big data, and to delineate red line standards for relevant operators to develop and utilize big data technology.

2.

Innovate supervision methods and methods, actively use big data supervision technology, and further increase supervision and punishment of operators who violate laws and regulations.

In view of the fact that the relevant laws and regulations are not sound enough at present, and it is difficult to detect and obtain evidence of big data "killing" behavior, relevant departments should further innovate supervision methods and methods, establish an online supervision platform for big data, and use methods such as big data capture and audit to require business operations. The operator reports the platform algorithm, the type of data collected, the use of the data and other information in advance, and monitors the relevant data information such as the price of the operating website in real time, and makes a timely prediction of the possible "killing" behavior of big data.

For the verified big data "killing" problem, it must be strictly investigated and dealt with in accordance with the law and announced to the public.

3.

Enterprises should operate in good faith and law-abiding, reasonably collect and use personal information, actively accept supervision, and safeguard the legitimate rights and interests of consumers.

Enterprises should strictly implement the requirements of laws and regulations, abide by business ethics and industry norms; when collecting and using consumers’ personal information, they should follow the principles of legality, legitimacy, and necessity, express the purpose, method and scope of collecting and using information, and obtain the consent of consumers. ; When pushing products or services based on consumer user characteristics, it should also provide consumers with options that are not specific to their personal characteristics, so as to protect consumers’ right to know and choose; Fair and unreasonable trading rules, price standards, discounts, etc., fully protect consumers' rights to fair trading.

Regularly report the collection and use of personal information to regulatory authorities, truthfully inform companies about the use of big data information, and take the initiative to accept the supervision of relevant authorities.

4.

Consumers should take the initiative to learn relevant legal knowledge, and continuously improve their awareness of self-protection and the ability to safeguard their rights in accordance with the law.

Consumers should learn relevant laws and regulations and common sense of consumption, improve their awareness of personal information protection, carefully read the user registration agreement and the terms of the privacy protection agreement, try to reduce the traces of personal information left on the Internet, and reduce the frequency of using functions such as search and collection on the platform.

When buying goods or services online, try to compare prices at different merchants in different ways.

If you encounter the problem of "killing" big data, you should save the evidence in a timely manner by taking screenshots or recording videos.

If the negotiation with the merchant fails, you can file a complaint with the consumer association or relevant departments to protect your legitimate rights and interests in accordance with the law.

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