电商平台用户隐私保护与个性化推荐的平衡机制研究——基于治理视角的分析

Research on the Balancing Mechanism between User Privacy Protection and Personalized Recommendations on E-Commerce Platforms—An Analysis from a Governance Perspective

摘要: 随着电子商务的深入发展，个性化推荐在提升平台服务质量与商业效率的同时，也引发了日益严峻的用户隐私保护问题。本文认为，实现二者平衡的关键在于构建有效的制度性治理框架，而非仅仅依赖技术优化。文章从治理视角出发，系统构建了一个包含“外部法律监管、内部平台治理、用户权利实现”三个层面的协同分析框架。研究指出，完善的法律法规是划定行为红线的基石，强化平台的内部治理责任是将合规要求转化为核心竞争力的关键，而保障用户权利的实质性落地则是维持动态平衡的根本保障。这三者相互关联，共同构成一个多层次、动态调整的治理体系。本研究为电商平台在合法合规框架下实现负责任创新、构建可持续的信任机制提供了理论参考与实践路径。

Abstract: As e-commerce continues to evolve, personalized recommendations have enhanced platform service quality and commercial efficiency while simultaneously raising increasingly pressing concerns about user privacy protection. This paper argues that achieving a balance between these two objectives hinges on establishing an effective institutional governance framework, rather than relying solely on technological optimization. Adopting a governance perspective, the article systematically constructs a collaborative analytical framework encompassing three interrelated dimensions: external legal regulation, internal platform governance, and the realization of user rights. The research indicates that comprehensive laws and regulations form the foundation for defining behavioral boundaries, strengthening platforms’ internal governance responsibilities is crucial for transforming compliance requirements into core competitiveness, and ensuring the substantive implementation of user rights is the fundamental safeguard for maintaining dynamic equilibrium. These three elements are interrelated, collectively forming a multi-layered, dynamically adjusted governance system. This study provides theoretical references and practical pathways for e-commerce platforms to achieve responsible innovation within a lawful and compliant framework and to build sustainable trust mechanisms.