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？

online shopping 网购

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 headto the shops to browseand peruse various objects, wandering round endless aisles, before finally settling forthe 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 basketand pay. There seems to be awealth of optionsat 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 adverts to show and which products a user is most likely to splash the cash on. By analysing things we’ve previously bought or looked at, the algorithm can predict what goods we’re most likely to be enticedby. For some people, the idea of something guessing your preferences could sound a bit intimidating. 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 sifting through things or services that don’t match our criteria. 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 aroundfor the best deals. The first thing you see might not always be the best for you.

词汇表

1. fluid 流畅的
2. head to 前往（某地）
3. browse 随便看看、浏览
4. peruse 浏览
5. wander round 逛来逛去
6. aisle （商场、超市货架间的）走道
7. settle for 无奈选择，只好接受
8. click on 用鼠标点击
9. description （商品）描述
10. user review 用户评价
11. fit the bill 符合要求
12. basket （网购结账前商品所在的）购物篮
13. a wealth of options 选择众多
14. at one’s fingertips 触手可及
15. pop up 突然出现
16. algorithm 算法
17. hinder 阻碍
18. advert 广告
19. splash the cash 花大笔钱，挥霍
20. goods 商品
21. entice 引诱，吸引
22. sift through 筛选
23. brand 品牌
24. shop around 货比三家