An Empirical Analysis of Big Data Killing Phenomenon in Ride-Hailing and Food Delivery Platforms

Abstract

This study examines the phenomenon of “Big Data Killing,” analyzing its occurrence, user behavioral responses, and reputational impacts based on questionnaire survey data. The survey reveals that 74.8% of valid respondents have encountered different prices for the same product. After experiencing price discrimination, users primarily discover price discrepancies by browsing at different times (84.8%), using different devices (52.3%), and accessing different accounts (52.3%). In response, 39.5% of users switched devices or accounts to place orders, 33.7% continued price comparison and observation, while only 10.4% made immediate purchases. 74.4% of users compared prices across different platforms, and 60.4% identified this phenomenon as “Big Data Killing” based on user profiling. Although only 12.7% of users significantly reduced platform usage as a result, 90.6% demanded that platforms clearly disclose their pricing rules. The study indicates that “big data price discrimination” is widespread and has drawn strong user concern. A systematic response is needed through government regulation, platform self-discipline, technological governance, enhanced user awareness, and collaborative industry-society governance to promote fairness and sustainable development in the platform economy.