个人信息对企业发展的影响机制研究——基于网络营销平台的视角

Research on the Influence Mechanism of Personal Information on Enterprise Development Based on the Perspective of Network Marketing Platform

个人信息由于伴有隐私保护的需求而不同于一般的公共信息,对使用企业具有特殊的要求,同时也发挥特殊的作用。笔者通过梳理相关文献,发现已有研究主要从信息经济学和客户关系管理等视角就个人信息对企业发展的影响作用进行研究,尚未从网络营销平台的视角就个人信息对企业发展的影响机制进行研究。笔者以2015—2016年8个季度坐拥网络营销平台的上市企业为样本,以企业发展水平为被解释变量,以企业对个人信息的拥有量及使用方式为解释变量,以企业规模等特征为控制变量,建立了统计分析模型,通过变量关系的回归分析探讨了个人信息对企业发展的影响机制问题,并在实证结果分析和检验的基础上,从网络营销平台的视角,获得了有关个人信息对企业发展影响机制方面的研究结论,并据此有针对性地提出了相关政策性建议。

Different from public information,personal information,with the demands towards privacy protection,has special requirements as for information using enterprises,but also has special impacts on them. Through the literature review,we find that the scholars mainly study its influence on enterprise development from the perspective of information economics and customer relationship management,but they have never analyzed the influence mechanism in view of the network marketing platform. This paper establishes the statistical analysis model where we take the listed enterprises possessing one or more network marketing platforms in 8 quarters,from 2015 to 2016 as a sample,take the enterprise development level as the explained variable,take the quantity of personal information possessed by the companies and its using ways as the explanatory variables,and take the enterprise scale and other characteristics as the controlled variables. Through regression analysis on the relationship between variables,this paper probes into the influence mechanism of personal information on the development of the enterprise,and besides,based on the empirical results analysis and tests,this paper draws the conclusions on the influence mechanism of personal information on enterprise development from the point of website marketing platforms,and in the end,puts forward the strategy of using personal information to promote self-development.