ABSTRACT

Digital Platforms consist of algorithms and rules that shape consumer behaviour. When faced with these embodiments of the platform’s interests, how do consumers protect their own interests? Through multi-method, qualitative fieldwork focused on commuters using ride-hailing platforms in Metro Manila, this paper shows that consumers develop strategies to achieve better terms for themselves. This paper contributes to the literature on algorithmic control and user agency in two ways. First, it proposes a fine-grained typology of consumer strategies used in algorithmic digital platforms, consisting of 5 major types and 18 sub-types. Second, the typology sheds light on the distinct characteristics of consumer strategies and their implications. Future studies into user strategies, algorithmic systems, and digital platforms will benefit from the typology and implications laid out here.

摘要

数字平台由塑造消费者行为的算法和规则组成。面对平台利益的这些体现，消费者如何维护自身利益？通过针对马尼拉大都会网约车平台通勤者的多方法、定性实地调查，本文表明消费者制定策略以实现更好的条件。本文以两种方式对算法控制和用户代理的文献做出了贡献。首先，它提出了算法数字平台中使用的消费者策略的细粒度类型，由 5 个主要类型和 18 个子类型组成。其次，类型学揭示了消费者策略的独特特征及其含义。未来对用户策略、算法系统的研究，