电商经济中用户数字画像的保护——以网络购物为例

Protection of User Digital Personas in E-Commerce Economy—Taking Online Shopping as an Example

摘要: 随着网络用户规模持续扩大，用户在使用电商平台过程中产生的行为数据、偏好信息及实名物流数据共同构成其“用户数字画像”。用户的数字画像虽有助于企业实现精准营销、提升服务体验和推动产品迭代，但也带来个人信息泄露、公共安全风险等诸多问题。本文从我国电商经济的快速发展与用户数字画像保护背景，探讨个人信息保护与数据利用之间的平衡问题。最终旨在平衡个人信息保护与数据利用的关系，构建健康、可持续的电商生态。

Abstract: With the continuous expansion of online user scale, the behavioral data, preference information, and real-name logistics data generated by users during their use of e-commerce platforms jointly constitute their “user digital personas”. Although user digital personas assist enterprises in achieving precise marketing, enhancing service experience, and promoting product iteration, they also bring about numerous issues such as personal information leakage and public security risks. This paper explores the balance between personal information protection and data utilization against the backdrop of the rapid development of China’s e-commerce economy and the protection of user digital personas. The ultimate goal is to balance the relationship between personal information protection and data utilization, and to build a healthy and sustainable e-commerce ecosystem.