This paper mainly explores the phenomenon of "big data ripening", that is, Internet manufacturers display the alienated price of the same commodity or service on the equipment of different users through technical means such as big data. The price displayed on the equipment of old users is slightly higher than that displayed on the equipment of new users, so as to maximize their profits, but it will infringe on the due rights and interests of consumers, Cause the loss of users, thus reducing the efficiency of market transactions. Studying the phenomenon of "big data killing" can protect the legitimate rights and interests of consumers, maintain social order and stability, and establish a good market competition mechanism. Therefore, this paper mainly uses empirical analysis methods such as questionnaire, and comprehensively uses data analysis methods such as analysis of variance and regression analysis to analyze the impact of "big data killing" phenomenon on online consumers' purchase intention, and give consumers some conclusions and enlightenment.