用户行为信息商业化运用的规制路径

Regulatory Path for Commercial Application of User Behavior Information

用户行为信息作为互联网经济下用户享受个性化服务、便捷消费所伴生的副产品,具有动态性、集聚性和敏感性三大特征。从现实适用来看,互联网企业主要通过沉淀用户行为信息、进行用户行为化定位、开展个性化广告推荐的方式,实现用户行为信息的商业化运用。考虑到用户行为信息商业化运用情境下存在客观的负外部性,有必要从保护用户的隐私空间、避免用户行为信息滥用、确保自动化决策公正性三方面入手,构建用户行为信息商业化运用的规制路径,从而保障用户权益不受损害,实现商业化运用的最佳效益。

User behavior information,as a by-product of users'enjoying personalized services and convenient consumption in the Internet economy,has the basic characteristics of dynamicity,aggregation and sensibility.From the perspective of practical application,Internet companies mainly realize the commercial use of user behavior information by precipitating user behavior information,positioning users by their behavior,and developing personalized advertising recommendations.Considering the objective existence of negative externality in the context of full commercialization of user behavior information,it is necessary to start from aspects of protecting user privacy,avoiding abuse of user behavior information,and ensuring the fairness of automatic decision-making,so as to establish specific rules for the commercialization of user behavior information.In such way,the rights and interests of users are not damaged,and the benefits of commercialization of user behavior information are maximized.