算法和网购之间的联系

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？

词汇: online shopping 网购

• For many of us, online shopping has made the process 进程 of purchasing 购买 goods a far simpler and more fluid 流畅 process. No longer 不再 do we have to head to the shops to browse and peruse 细度 various objects, wandering round 徘徊 endless 无尽的 aisles 过道, before finally settling for 安顿下来 the 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 basket and pay. There seems to be a wealth of options at 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 阻碍 us?

  对我们许多人来说，网上购物使购买商品的过程变得更加简单和灵活。我们再也不用去商店浏览和细读各种物品，在无尽的过道里徘徊，最后才找到我们看到的第一件东西。现在，我们在网上找到我们想要或需要的商品，点击它，查看它的描述和用户评论。如果它符合要求，我们就把它放在篮子里支付。似乎有很多选择触手可及。但是我们怎么知道出现在我们面前的选择真的是最好的交易呢？以及算法如何帮助或阻碍我们？

  ⭐ fluid 流畅的; head to 前往（某地）; browse 随便看看、浏览; peruse [pəˈruːz] vt. 详细考察；精读; wander round 逛来逛去; aisle [aɪl]（商场、超市货架间的）走道; settle for 无奈选择，只好接受; click on 用鼠标点击; description （商品）描述; user review 用户评价; fit the bill 符合要求; basket （网购结账前商品所在的）购物篮; a wealth of options 选择众多; at one’s fingertips 触手可及; pop up 突然出现; algorithm [ˈælɡərɪðəm] 算法; hinder [ˈhɪndə(r)]阻碍;

• Algorithms, simply put 简单来说, 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 enticed 勾引 by. For some people, the idea of something guessing your preferences could sound a bit intimidating 恐吓. But first, let’s look at the positives.

  简单地说，算法是告诉计算机如何解决问题的数学指令。当涉及到购物时，他们解决的问题是什么？算法会指示计算机显示哪些广告，以及用户最有可能花钱购买哪些产品。通过分析我们以前买过或看过的东西，该算法可以预测什么商品最容易吸引我们。对一些人来说，猜测自己的喜好听起来有点吓人。但首先，让我们看看积极的一面。

  ⭐ advert 广告; splash the cash 花大笔钱，挥霍; goods 商品; entice 引诱，吸引;

• 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 筛选 things or services that don’t match our criteria 标准. They can also help us find the best deals.

  时间是一个(件)重要的东西(事情)，我们不想浪费太多的时间。通过告诉计算机向我们展示我们感兴趣的东西的广告，它可以节省我们很多时间筛选不符合我们的标准的东西或服务。它们还可以帮助我们找到最好的交易。

  ⭐ sift through 筛选; criteria [kraɪˈtɪəriə] n. （评判或做决定的）标准，准则，尺度 （criterion 的复数）

• 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 品牌, 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.

  然而，有些人担心算法对我们的购物体验的影响。算法可能只从有限的品牌中选择选项，或者可能偏爱某些公司的产品。还有人担心，我们并不总是看到最便宜或最好的交易，即使这是我们正在寻找的。最后，一些算法会生成广告，告诉你只剩下有限数量的你感兴趣的商品。他们可能只是想操控你。

  ⭐ brand 品牌;

• 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 around for the best deals. The first thing you see might not always be the best for you.

  所以，从这里得出的结论是，算法是存在的，知道它们的存在是明智的。无论你什么时候购物，无论是网上还是线下，一定要货比三家，买到最划算的东西。你看到的第一个东西可能并不总是最适合你的。

  ⭐ shop around 货比三家;

词汇表

fluid 流畅的

head to 前往（某地）

browse 随便看看、浏览

peruse 浏览

wander round 逛来逛去

aisle （商场、超市货架间的）走道

settle for 无奈选择，只好接受

click on 用鼠标点击

description （商品）描述

user review 用户评价

fit the bill 符合要求

basket （网购结账前商品所在的）购物篮

a wealth of options 选择众多

at one’s fingertips 触手可及

pop up 突然出现

algorithm 算法

hinder 阻碍

advert 广告

splash the cash 花大笔钱，挥霍

goods 商品

entice 引诱，吸引

sift through 筛选

brand 品牌

shop around 货比三家

测验与练习

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

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

aisles                       entice                          hinder                    click on

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

entice                      basket                         browsing                 pop up

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

entice                      description                  sift through              hinder

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

hinder                     click on                        description               aisles

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 to sift through endless receipts looking for the right one.

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

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

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

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