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"If you were to walk into a brick and mortar store and they were offering better prices for less affluent people there would be a revolt, right? No one would stand for this." Christo Wilson, a computer scientist at Northeastern University. But on the Internet, he says, anything goes when it comes to pricing. "It is super subjective. Everything can be personalized."
“當(dāng)你走進(jìn)一家實(shí)體店，看到他們?yōu)槟切┎惶辉５娜颂峁└鼘?shí)惠的價格，這時，你可能會覺得反感，對吧？沒人能忍受這種情況。”東北大學(xué)的計算機(jī)科學(xué)家克里斯托弗·威爾遜（Christo Wilson）說道。但如果是在網(wǎng)上，他說道，當(dāng)談到價格時，什么事都會發(fā)生。“它是超主觀的。一切都可以個性化。”
Wilson and his colleagues analyzed just how personal online shopping can get. They compared the search results of 300 real-world users to searches by cookie-free, fake accounts on 16 major e-commerce sites. Turns out half the sites personalized search results, based on who was searching. Especially travel sites. Expedia and Hotels.com prioritized more expensive hotels for certain users; and Priceline skewed search results based on past purchases.
威爾遜和他的同事共同分析了網(wǎng)上購物到底有多個性化。他們分析了16個主要的電子商務(wù)網(wǎng)站，將300名真實(shí)用戶的搜索結(jié)果與無痕的虛假用戶的搜索結(jié)果進(jìn)行對比。結(jié)果顯示，半數(shù)網(wǎng)站都會根據(jù)搜索對象對搜索結(jié)果進(jìn)行個性化處理。旅游網(wǎng)站尤其如此。E&H在線旅游公司（Expedia and Hotels.com）為某些特定的用戶優(yōu)先提供更昂貴的酒店；Priceline在線旅游公司則根據(jù)用戶的購買歷史來變更搜索結(jié)果。
But Wilson's favorite example of variable online pricing was HomeDepot.com - where shoppers on mobile devices tend to be offered much more expensive items. "It's like you went on your desktop and you search for a table and they give you a plastic folding table; but you search from your phone and they give you a mahogany dining room table." The researchers will present their findings on November 6th at the Internet Measurement Conference in Vancouver.
威爾遜最感興趣的公司是一家價格多變的公司——美國家得寶在線家居建材用品零售公司（HomeDepot.com）——他們?yōu)槭褂靡苿釉O(shè)備購物的顧客提供更昂貴的商品。“比如說，你用你的臺式電腦買桌子時，他們?yōu)槟闾峁┑氖强烧郫B的塑料桌；但如果你用你的手機(jī)買桌子的話，他們?yōu)槟闾峁┑膭t是紅木餐桌。”威爾遜和他的同事們將在10月6號的溫哥華國際測量會議上公布他們的研究成果。
For all you comparison shoppers, here's Wilson's advice on how to beat the bots. "Do the search from your desktop, as you normally would. You should also do the search from an incognito or a private window. You should also then do the search from your mobile, or your tablet. And then if you're really paranoid, you should also talk to a friend or a family member or friend, and have them also do the search." We've gone from brick and mortar…to click and be mortified.
如何打敗那些機(jī)器人程序？威爾遜對所有喜歡貨比三家的消費(fèi)者提議：“你可以像平常一樣用你的臺式電腦，通過匿名的私人窗口進(jìn)行搜索。然后，再用你的手機(jī)或平板電腦進(jìn)行搜索。如果你還是擔(dān)驚受怕的，你還可以叫你的朋友，或你的家人幫你搜索。”我們已經(jīng)從實(shí)體店談到了如何搜索，還請包涵。
