电子商务中消费者隐私权保护困境研究

Research on the Dilemma of Consumer Privacy Protection in E-Commerce

摘要: 随着大数据分析技术和精准营销手段的不断进步，电子商务平台极大地提升了消费者的购物效率，为他们提供了更加个性化的服务。然而，这一过程中，电子商务中消费者隐私权的保护问题也日益凸显。消费者个人隐私信息频繁被盗用和贩卖，同时，消费者自身对于隐私保护的意识也相对薄弱，这使得我国电子商务中消费者隐私权保护的问题变得尤为紧迫。鉴于此，本文将从电子商务中消费者隐私权的定义及其特性出发，深入剖析我国在电子商务领域消费者隐私权保护方面存在的问题，并在此基础上提出一系列针对性的保护对策，以期推动我国电子商务行业的持续健康发展。

Abstract: With the continuous advancement of big data analysis technology and precise marketing methods, e-commerce platforms have greatly improved consumers’ shopping efficiency and provided with more personalized services. However, in this process, the issue of consumer privacy protection in e-commerce has become increasingly prominent. Consumers’ personal privacy information is frequently and sold, and at the same time, consumers’ awareness of privacy protection is relatively weak, which makes the problem of consumer privacy protection in China’s e-commerce urgent. In view of this, this paper will start from the definition and characteristics of consumer privacy rights in e-commerce, deeply analyze the problems existing in China’s-commerce field in terms of consumer privacy protection, and on this basis, propose a series of targeted protection measures in order to promote the continuous and healthy development of China e-commerce industry.