Recently, the Beijing Consumers Association announced the results of the investigation on the "killing" problem of Internet consumption big data. According to the survey results, more than 80% of the respondents have been "killed" by big data, mainly in the consumption areas such as online shopping, online travel, takeaway and online car-hailing. In addition, of the 32 simulated consumer experience samples conducted on 16 platforms, 14 samples had inconsistent prices for new and old accounts, including platforms such as Fliggy and Ele.me.
The Beijing Consumer Association suggested that it is necessary to improve relevant laws and regulations, further innovate regulatory methods and methods, and urge enterprises to operate in good faith and abide by the law; at the same time, consumers should be reminded to take the initiative to learn relevant legal knowledge, and continuously improve their awareness of self-protection and their ability to protect their rights according to law.
Image source Beijing Consumers Association official website.
More than 80% of respondents
It is believed that the phenomenon of big data "killing" is very common or common
In order to continue to understand the problem of "killing" Internet consumption big data, safeguard the legitimate rights and interests of consumers, and promote the healthy development of the Internet economy, recently, the Beijing Municipal Consumer Association commissioned the Beijing Sunshine Consumption Big Data Research Institute to carry out the Investigation of the "Killing" Problem of Internet Consumption Big Data, mainly using two methods: online questionnaire and consumer experience.
The questionnaire survey was launched on November 1, 2021, and as of November 11, 2021, a total of 4186 valid questionnaires were recovered through channels such as the "Beijing Consumer Association" WeChat, the Beijing Consumer Association Network and the Consumer Network.
According to the survey results, more than 80% (82.37%) of the respondents believe that the phenomenon of big data "killing" is very common or common, and only a very small number (1.29%) of the respondents believe that the phenomenon of big data "killing" is not universal or does not exist at all.
The Beijing Municipal Consumer Association said that 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.
Respondents believe that the existence of the phenomenon of big data "killing". The source of the picture is the "Beijing Consumer Association" public account.
More than 80% of respondents have been "killed" by big data
It is mainly concentrated in the consumption areas such as online shopping, online travel, takeaway and online ride-hailing
At the same time, more than 80% (86.91%) of the respondents said that they had been "killed" by big data. Among them, the problem of big data "killing" is mainly concentrated in the consumption areas such as online shopping, online tourism, takeaway and online car-hailing. More than 80% (82.44%) of the respondents said that they had encountered big data "killing" in the process of online shopping, more than 70% (76.85%) of the respondents had encountered big data "killing" in online travel consumption, reflecting that more than 60% of respondents encountered big data "killing" in the process of online takeaway (66.96%) and online taxi (63.00%). In addition, some respondents said that they had encountered the problem of big data "killing" when consuming movies and videos.
Respondents have experienced the consumption field of big data "killing". The source of the picture is the "Beijing Consumer Association" public account.
According to the results of the questionnaire survey, the respondents believe that the "killing" of big data is mainly reflected in the different prices of different users buying the same goods or services at the same time, the price automatically rises after multiple browsing, different users enjoy different forms of discounts, hidden or not sending coupons to old users, and providing specific goods or services according to user characteristics.
Respondents' understanding of the "killed" form of big data. The source of the picture is the "Beijing Consumer Association" public account.
More than 90% of respondents believe that big data "killing" may disrupt market order
More than 80% believe that consumer trust will be overdrawn
According to the survey results, more than 90% (92.33%) of the respondents believe that enterprises use big data to "kill" in order to carry out differentiated marketing, while few respondents believe that they recommend suitable goods (services) for users and save choice costs for users, accounting for 17.27% and 15.67% respectively.
At the same time, more than 90% (92.02%) of the respondents believe that the "killing" of big data will disrupt the order of market competition. Most of the respondents believe that the "killing" of big data will damage the legitimate rights and interests of consumers, overdraft consumer trust, reduce corporate reputation, and affect the business reputation of the entire industry.
Respondents believe that big data "kills" may have consequences. The source of the picture is the "Beijing Consumer Association" public account.
Although nearly 90% (89.56%) of respondents believe that big data "killing" will harm the legitimate rights and interests of consumers, including the right to fair trade, the right to know, the right to privacy, etc. However, after encountering the problem of big data "killing", more than half of the respondents chose not to go to the business to consume, more than 30% of the respondents chose to swallow their anger and admit that they were unlucky, and only a very few (0.43%) of the respondents chose to defend their rights through judicial litigation.
How respondents deal with it after being "killed" by big data. The source of the picture is the "Beijing Consumer Association" public account.
The Beijing Consumer Association believes that 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 law, and it also shows that consumers' legal awareness and self-protection awareness need to be further improved.
The actual transaction prices of the 14 samples of new and old accounts were inconsistent
Flying Pig, Hungry Mo was named
The experience survey selected 16 e-commerce platforms commonly used by consumers, and a total of 32 simulated consumer experience survey samples were completed. The survey results showed that of the 32 simulated consumer experience samples conducted on 16 platforms, 18 samples of new and old user accounts had consistent prices; 14 samples of new and old account prices were inconsistent.
Among them, most of the samples are due to different discounts or discounts, resulting in different final transaction prices. Among them, most of the samples are due to different discounts or preferential treatment, resulting in different final transaction prices, but the experience samples of individual online travel and takeaway platforms show that new and old users buy the same goods (services) at the same time with different prices, which is suspected of infringing on the legitimate rights and interests of consumers.
For example, if the experience staff orders the same meal at the same restaurant on the Ele.me platform through the two accounts of the new and old users, the old user account is not only 7 yuan less than the new user account "double subsidy" red envelope, but also the delivery fee is 0.4 yuan less than the new user.
The source of the picture is the "Beijing Consumer Association" public account.
Another case shows that according to the survey, when the experience personnel booked the same date "Songcheng Ancient Love (VIP Ticket) + Lingyin Feilaifeng (Big Ticket) Adult Ticket" on the Fliggy Travel App at the same time through the new and old user accounts, the old user account displayed the price of 360 yuan, enjoyed the Fliggy red envelope 10 yuan, and the price after the discount was 350 yuan; while the new user account displayed the price of 355 yuan, did not enjoy any discounts, the new and old user accounts showed different prices, and enjoyed different discounts.
Consumers believe that the "killing" behavior of big data is highly hidden and the regulatory means cannot keep up
It is hoped that supervision and penalties will be further increased
According to the survey results, nearly 90% (88.01%) of the respondents believe that the regulatory means cannot keep up, and at the same time, the respondents who think that the concealment is too strong (85.95%), the relevant laws and regulations are not perfect (82.32%) have also reached more than 80%, and nearly 80% (79.53%) of the respondents believe that it is not easy to obtain evidence.
Respondents believe that big data is "killing" the reason why it is difficult to standardize governance. The source of the picture is the "Beijing Consumer Association" public account.
As for how to regulate and govern the problem of "killing" big data, more than 90% (92.43%) of the respondents believe that supervision and punishment should be further strengthened, more than 80% (86.65%) of the respondents believe that the protection of personal information should be increased through improved legislation, more than 70% (70.97%) of the respondents believe that enterprise 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 the ability to protect their rights according to law.
Consumer Association Reminder
Enterprises should operate in good faith and law-abiding
Consumers should also raise awareness of rights protection
According to the results of the investigation on the "killing" of Internet consumption big data, the Beijing Consumers Association suggested: to improve relevant laws and regulations, increase the protection of personal information, and provide a legal basis for standardizing and governing the "killing" behavior of big data; innovate regulatory methods and methods, actively use big data supervision technology, and further increase supervision and punishment for illegal operators.
At the same time, the Beijing Consumer Association reminds that, on the one hand, enterprises should operate in good faith and abide by the law, reasonably collect and use personal information, actively accept supervision, and safeguard the legitimate rights and interests of consumers. On the other hand, consumers should take the initiative to learn relevant legal knowledge, and constantly improve their awareness of self-protection and the ability to protect their rights according to law. Consumers should learn about relevant laws and regulations and common sense of consumption, enhance their awareness of personal information protection, carefully read the terms of the user registration agreement and privacy protection agreement, minimize the traces of personal information left on the Internet, and reduce the frequency of using functions such as search collection on the platform. When purchasing 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 time by taking screenshots or recording videos. If the negotiation with the merchant fails, you can complain and report to the consumer association or relevant departments to protect your legitimate rights and interests in accordance with the law.
In recent years, the problem of unfairness in many consumer areas still exists, and with the continuous emergence of new formats and models of consumption, the call of consumers for fair treatment has become stronger. On the basis of extensive solicitation of opinions from consumers and all sectors of society, the China Consumers Association has determined that the theme of the 2022 National Consumer Association's Consumer Rights Protection Year is "Jointly Promoting Consumer Fairness".
Written by: Nandu reporter Xiao Yunhui Intern Lin Siying
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