网上购物即方便又快捷，但在 “大数据杀熟” 的时代，你能确定是自己而不是算法在引导你的选择吗？算法有何利弊？它是否会影响消费者看到的广告？
 

For many of us, online shopping has made the process of purchasing goods a far simpler and more fluid process. No longer do we have to head to the shops to browse¹ and peruse² various objects, wandering round endless aisles³, before finally settling for the first thing we saw. These days, we find the item we want or need online, click on it, and check out its description and user reviews. If it fits the bill, we send it to our basket and pay. There seems to be a wealth of options at our fingertips. But how do we know the options that pop up in front of us really are the best deals. And how might algorithms help or hinder us?

 

Algorithms, simply put, are mathematical instructions which tell the computer how to solve problems. When shopping is involved, what is the problem they solve? Well, the algorithms instruct the computer which adverts⁴ to show and which products a user is most likely to splash the cash on. By analysing things we've previously⁵ bought or looked at, the algorithm can predict what goods we're most likely to be enticed⁶ by. For some people, the idea of something guessing your preferences could sound a bit intimidating⁷. But first, let's look at the positives.

 

Time is an important thing – something we don't want to waste too much of. By telling the computer to show us adverts for things we are interested in, it can save us a lot of time sifting⁸ through things or services that don't match our criteria⁹. They can also help us find the best deals.

 

However, there are some people who have concerns about the impact of algorithms on our shopping experience. It is possible that algorithms may only select options from a limited number of brands, or may favour products from certain companies. There are also concerns that we aren't always shown the cheapest or best deal, even though that's what we're searching for. Finally, some algorithms generate ads which tell you there are only a limited number of items you're interested in left. They might just be there to manipulate you.

 

So, the takeaway from this is that algorithms are here to stay, and it's wise to know they exist. Whenever you're shopping, be it online or off, make sure to shop around for the best deals. The first thing you see might not always be the best for you.

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