Analysis and Research on Behavior-Based Price Discrimination on E-Commerce Platform under Big Data

Personalization has become an important feature of many web services in recent years. However, there is mounting evidence that e-commerce sites are using personalization algorithms to implement price discrimination based on consumers' behavior. This paper first gives a brief introduction of behavior-based price discrimination (BBPD), and summaries relevant research of how to examine BBPD on different platform. Then we provide a use case study to further explain the existence of BBPD on e-commerce platform. At the end of this paper, further research directions are provided for the study of personalized pricing for future works.