【英语阅读】外刊精读 | 算法对网购体验的影响

导读：

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？本文探讨算法和网购之间的联系。

一、语篇泛读

For many of us, online shopping has made the process of purchasing goods a far simpler and morefluidprocess. No longer do we have toheadtothe shops tobrowseandperusevarious objects,wandering roundendlessaisles, before finallysettling forthe first thing we saw. These days, we find the item we want or need online,click onit, and check out itsdescriptionanduser reviews. If itfits the bill, we send it to ourbasketand pay. There seems to beawealth of optionsat our fingertips. But how do we know the options thatpop upin front of us really are the best deals. And how mightalgorithmshelp orhinderus?

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 whichadvertsto show and which products a user is most likely tosplash the cashon. By analysing things we’ve previously bought or looked at, the algorithm can predict whatgoodswe’re most likely to beenticedby. 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 timesifting throughthings 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 ofbrands, 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 toshop aroundfor the best deals. The first thing you see might not always be the best for you.

二、词汇表

三、测试与练习

1.阅读课文并回答问题。

1. In online shopping, where do we send our items before we pay?

2. What are algorithms?

3. How does an algorithm predict what you might buy?

4. How can algorithms help us save time?

5. What sort of algorithm-generated ads may try to manipulate you?

2.选择意思恰当的单词或词组来完成下列句子。

1. I don’t want to have to _______ endless receipts looking for the right one.

sift through              pop up                       

deal                       basket 

2. Are you trying to _______ me with that low price?

aisles                       entice                       

hinder                    click on

3. I don’t want to buy anything. I’m just _______.

entice                      basket                       

browsing                 pop up 

4. You’re not helping at all. Are you trying to _______ me?

entice                      description               

sift through              hinder 

5. I have been walking round these _______ looking for something for hours.

hinder                     click on                     

description               aisles

【参考答案】

1.阅读课文并回答问题。

1. In online shopping, where do we send our items before we pay?

We send items to the basket before paying.

2. What are algorithms?

Mathematical instructions which tell a computer how to solve a problem.

3. How does an algorithm predict what you might buy?

By analysing what you’ve previously looked at.

4. How can algorithms help us save time?

By showing us the best deals.

5. What sort of algorithm-generated ads may try to manipulate you?

The ones that show us there are limited numbers left.

2.选择意思恰当的单词或词组来完成下列句子。

1. I don’t want to have tosift throughendless receipts looking for the right one.

2. Are you trying toenticeme with that low price?

3. I don’t want to buy anything. I’m justbrowsing.

4. You’re not helping at all. Are you trying tohinderme?

5. I have been walking round theseaisleslooking for something for hours.