每日一翻：Online Personalization Means Prices Are Tailored to You, Too

“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.”

东北大学的计算机科学家克里斯托弗·威尔逊说，“如果你走进一家实体店，他们给那些不太富裕的人更便宜的价格，你就会觉得反感，对吧？没有人能忍受这样的不公平。“但是他还说在因特网上定价的时候什么都会发生。”它是非常主观的，任何事都可以个性化。“

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.

威尔逊和他的同事分析了网上购物到底有多个性化。他们比较了16个主要的电子商务网站上300名真实用户的搜索结果和没有记录痕迹的虚假用户的搜索结果。结果显示一半的网站在根据搜索的人个性化的定制搜索结果。特别是旅游网站。Expedia和Hotels.com给某些特定的人优先显示更贵的酒店，而Priceline的搜索结果倾向于用户过去消费过的。

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. [Aniko Hannak et al: Measuring Price Discrimination and Steering on E-commerce Web Sites]

但是威尔逊最喜欢的是一家价格丰富的网站——HomeDepot.com，这个网站上给使用移动设备的用户提供更贵的商品。”比如，你在台式机上搜索桌子他们给你提供的是一个塑料的折叠桌子，但是在手机上搜索的时候给你提供的是一个红木的高档餐桌。“他们将在11月6号温哥华国际测量大会上公布他们的成果。

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.

如何应对这个呢？威尔逊给喜欢比价的消费者的建议：”你可以像平常一样用你的电脑通过匿名的私人窗口进行搜索。然后，再用你的手机或平板电脑进行搜索。如果你觉得还不行，你还可以叫你的朋友或家人帮你搜索。”我们已经从实体店谈到了如何搜索，还请包涵。“

—Christopher Intagliata

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