大数据背景下电子商务的发展与风险

The Development and Risks of E-Commerce in the Context of Big Data

摘要: 大数据技术正处于蓬勃发展阶段，在此背景下，电子商务呈现出新的发展动态。借助对用户数据的深度分析，大数据能够为消费者提供更加个性化的服务；同时，通过优化供应端和提升运营智能化水平，大数据进一步推动了电子商务的整体效能提升。然而，数据赋能也带来诸多风险：在数据获取与使用过程中，用户信息可能被窃取，隐私持续遭受侵蚀，导致其对电子商务平台的信任度下降；此外，平台滥用算法实施“大数据杀熟”、构建数据壁垒等问题也日益凸显。针对这些挑战，需从国家法律规制、企业责任机制和用户数据素养提升三个层面协同发力，实施综合治理，才能促使大数据更好赋能电子商务的健康发展。

Abstract: Big data technology is currently in a stage of vigorous development, and against this backdrop, e-commerce is exhibiting new dynamics. Through in-depth analysis of user data, big data enables more personalized services for consumers. At the same time, by optimizing the supply side and enhancing operational intelligence, big data further improves the overall efficiency of e-commerce. However, data empowerment also brings numerous risks: during data collection and usage, user information may be stolen, and privacy continues to be eroded, leading to a decline in trust in e-commerce platforms. Additionally, issues such as platforms abusing algorithms for “big data-enabled price discrimination” and creating data barriers are becoming increasingly prominent. To address these challenges, a comprehensive approach involving national legal regulations, corporate responsibility mechanisms, and the improvement of user data literacy is necessary. Only through coordinated efforts can big data better empower the healthy development of e-commerce.