Exploration on Consumers' Cognition, Coping Strategies and Future Consumption Intentions Regarding Price Discrimination in the Big Data Era

In the context of the big data era, consumer rights protection has become a crucial element for the healthy development of the digital economy. This study investigates the perception and coping strategies of consumers in the Xinjiang Uyghur Autonomous Region regarding the phenomenon of big data "price gouging." By employing descriptive statistical analysis, Apriori association rule mining, and the C4.5 decision tree model, the study systematically analyzes the differences in consumer perception of big data "price gouging," the influencing factors of coping strategies, and the mechanisms affecting consumption intentions. The findings reveal that there are significant differences in consumer perception based on demographic groups, with older, lower-income, and less-educated consumers having relatively lower levels of awareness, while younger, highly educated, and higher-income groups have higher levels of awareness. Consumers' coping strategies mainly focus on improving information literacy, platform selection, and adjusting price sensitivity, among which information literacy and consumer psychological factors have the most significant impact on purchase intentions. Consumers generally pay close attention to fairness, transparency, and information security in the consumption process, and there is a need to further optimize relevant policies and regulations to strengthen rights protection. The C4.5 decision tree model simulation indicates that consumers over the age of 25 with higher online shopping frequency are more likely to be affected by big data "price gouging." This study provides empirical evidence for the formulation of consumer rights protection policies in the digital economy and has important reference value for promoting the healthy development of the digital economy.