数据双重利用形式下消费者和企业行为的演化博弈研究——基于消费者隐私关切的视角

Evolutionary Game Analysis of Consumers and Enterprises'Behaviors Based on Dual-Use Data--From the Perspective of Consumers'Privacy Concemn

本文以消费者隐私关切视角切入,考虑企业基于消费者数据的个性化推荐和大数据“杀熟”行为,构建消费者和企业的演化博弈模型,考察消费者购买策略和企业数据利用策略的影响因素,厘清公众监督对系统演化稳定策略的影响机理。研究表明:消费者和企业策略选择与产品价格、个性化推荐引致的消费者单位效用提升程度、数据利用成本以及消费者隐私关切程度等因素有关;加强个性化推荐能够促进消费者购买行为,增强消费者隐私关切和数据利用成本有助于遏制企业数据滥用行为;公众监督能够在此基础上进一步约束企业数据滥用行为。为政府制定相关政策约束企业数据利用行为提供理论支持。

From the perspective of consumers'privacy concern,this study considers personalized recommendation and price discrimination based on consumers'data,and devises an evolutionary game model to analyze the influencing factors of consumers and enterprises'strategies and reveal the impact of government regulation and public supervision on evolutionary stable strategies.The results show that consumers and enterprises’strategies are associated with factors like product price,personalized recommendation,usage cost of data and consumers'privacy concern.The higher th8e strength of personalized recommendation,the more consumers choose to purchase the product.The higher the degree of consumers'pr1vacy concern and the cost,the fewer enterprises choose to price discriminate across consumers.On the base of above results,public supervision can further constrain enterprises'price discrimination behavior.