隐私保护视角下电商供应链协同治理与监管机制研究——基于多元主体博弈的整合分析

Privacy Protection Perspective Electricity Supply Chain Collaborative Governance and Regulation Mechanism Research—Integrated Analysis Based on Multi-Subject Games

摘要: 随着数字经济蓬勃发展，消费者隐私保护偏好已成为影响电商供应链决策与市场秩序的关键变量。现有研究多从单一主体或环节切入，缺乏对电商生态中多元主体协同互动的系统性解析。本文整合“政府–平台–商家–消费者”四维视角，通过系统梳理与整合分析现有文献，构建了一个电商隐私保护协同治理的理论框架。研究发现：首先，消费者隐私偏好的增强能提升供应链整体利润，且在电商自营物流模式下该影响更为显著；其行为决策遵循“刺激–机体–反应”(SOR)逻辑，隐私风险感知是驱动其采取控制行为的关键中介。其次，博弈分析表明，政府合理的奖惩机制能有效激励平台与商家增加隐私投入，其中平台对商家的补贴策略及双方的合作模式能消除“双重边际效应”，实现隐私水平、系统声誉与整体收益的帕累托改进。再次，针对直播电商等新兴业态，现行监管体系面临法规滞后、主体交叉与技术不足等困境。最后，本研究提出，构建以“政府主导、平台担责、行业协同、社会参与”为核心的多元共治体系，是提升电商隐私保护效能、促进供应链可持续发展的必然路径。研究结论为监管部门的政策设计及电商主体的战略制定提供了理论依据与实践启示。

Abstract: With the vigorous development of the digital economy, consumers’ privacy protection preferences have become a key variable influencing e-commerce supply chain decisions and market order. Most existing studies start from a single subject or link, lacking a systematic analysis of the collaborative interaction among multiple subjects in the e-commerce ecosystem. This paper integrates the four-dimensional perspectives of “government-platform-merchant-consumer”, and through systematic review and integrated analysis of existing literature, constructs a theoretical framework for collaborative governance of e-commerce privacy protection. The research findings are as follows: Firstly, the enhancement of consumers’ privacy preferences can increase the overall profit of the supply chain, and this impact is more significant under the self-operated logistics model of e-commerce. Its behavioral decisions follow the “stimulus-organism-response” (SOR) logic, and privacy risk perception is the key mediator that drives it to take controlling behaviors. Secondly, game analysis indicates that a reasonable reward and punishment mechanism by the government can effectively motivate platforms and merchants to increase their privacy investment. Among them, the subsidy strategy of the platform to merchants and the cooperation model between both sides can eliminate the “double marginal effect”, achieving Pareto improvements in privacy levels, system reputation and overall benefits. Secondly, for emerging business forms such as live-streaming e-commerce, the current regulatory system is confronted with predicaments including lagging regulations, overlapping subjects and insufficient technology. Finally, this study proposes that building a multi-party co-governance system centered on “government leadership, platform responsibility, industry collaboration, and social participation” is an inevitable path to enhance the privacy protection efficiency of e-commerce and promote the sustainable development of the supply chain. The research conclusion provides theoretical basis and practical inspiration for the policy design of regulatory authorities and the strategic formulation of e-commerce entities.