Strategic Analysis Of Consumer Privacy Disclosure And Firm Privacy Protection On E-commerce Personalization

With the innovation in information technology represented by cloud computing,the Internet of Things,and big data,and the widespread adoption of e-commerce,E-commerce personalized products and services have brought many new experiences to consumers,but also brought privacy and security issues.The collection and use of private information raises consumer concerns about privacy leakage and affects consumers'willingness to disclose private information,which in turn allows consumers to weigh between personalization and privacy disclosure.Under such circumstances,how to use consumer personal information and how to adopt privacy protection strategies to reduce consumer privacy concerns have become important issues for e-commerce companies that provide personalized products.As a result,personalized e-commerce providers need to handle well the contradiction between investment costs of privacy protection and personalized benefits,and formulate a privacy protection investment strategy that maximizes profits.Therefore,the privacy information security has become an important factor that hinders the development of e-commerce personalization,and it is urgent to be solved.In order to improve the science and rationality of information security management for enterprises under the environment of e-commerce personalization,and to more fully reflect the consumer's privacy behavior,this article conducts in-depth analysis of the company's privacy protection investment and consumer privacy behavior under the e-commerce personalization.First,it introduces the research background and the significance of the research and then elaborates the research content,methods,technical routes,and innovations of the thesis.Second,the research status in the three aspects of e-commerce personalization,privacy attitude and behavior,and privacy protection is arranged and reviewed,thus providing a theoretical foundation and reference for this article.Third,the evolutionary game analysis of consumer privacy disclosure and corporate privacy protection process is conducted under e-commerce personalization,and the main reasons for the willingness of consumer privacy disclosure,willingness to protect corporate privacy,and the influence of these two wills are studied.First,this thesis has established an evolutionary game model of privacy protection under e-commerce environment,and then obtains the equilibrium point of the game,analyzes the evolutionary stability of the game strategies.The results show that:those factors have important influence on the evolutionary stability results such as the initial proportion the two players choose to promote cooperation,the cost of privacy protection of the enterprise,the losses and compensation of privacy leakage,price,and the possibility of privacy leakage.Finally,numerical simulations are used to verify the conclusions of the analysis and provide corresponding management recommendations.Fourth:It analyzes the optimal strategies of consumer purchasing behaviors and corporate privacy protection under the background of e-commerce personalization.This section uses a dynamic game approach to build a Stackelberg game model between companies and consumers to analyze the game strategies of corporate privacy protection investment and consumer personalized purchase,by considering the factors such as consumer characteristics and personalization degrees with different levels of privacy concerns.The numerical results are used to verify the conclusions of mathematical analysis.The conclusions indicate the proportion of pragmatic consumers is the key to attracting companies to increase their investment in privacy protection;the range of personalized purchases of pragmatic consumers increases with the investment in privacy protection,while expanding,it is not monotonous.In the end,we summarizes the full text and points out the research directions that may be considered in the future.