基于三方演化博弈的在线健康社区用户隐私披露行为研究

Research on User Privacy Disclosure Behavior in Online Health Communities Based on Tripartite Evolutionary Game

[目的/意义]探究在线健康社区用户的隐私披露行为及其演化规律对促进用户隐私披露行为、提升社区隐私保护及完善互联网医疗体系均有重要意义。[方法/过程]文章构建了“用户—在线健康社区—政府”三方演化博弈模型,并求解了不同情境下的演化稳定策略,最后采用数值仿真验证了模型及演化结果的准确性。[结果/结论](1)用户披露个人隐私是形成最优演化路径的主要驱动力;(2)用户披露个人隐私后获得的医疗服务支持、情感支持等因素会影响用户的博弈策略;(3)隐私泄露造成的期望损失和实施“积极保护”付出的额外成本等因素会影响社区的博弈策略;(4)声誉收益和采取“高投入监管”付出的额外成本等因素会影响政府的博弈策略。对此,提出建议:多措并举,提升用户显性收益;健全机制,降低“积极保护”成本;强化监管,发挥奖惩双重效用。

[Purpose/significance]Exploring the user privacy disclosure behavior in online health communities and its evolution law is of great significance to promote user privacy disclosure behavior,improve community privacy protection and improve the internet medical system.[Method/process]This paper constructs a tripartite evolutionary game model of“users-online health communities-governments”,then solves the evolutionary stable strategies(ESSs)in different situations,and finally uses numerical simulations to verify the accuracy of the model and the evolution results.[Result/conclusion]Firstly,users’disclosure of personal privacy is the main driving force to form the optimal evolutionary path.Secondly,the medical service support,emotional support and other factors obtained by users after disclosing their private personal information affect user game strategy.Thirdly,the expected loss caused by privacy disclosure and the extra cost of implementing“active protection”affect online health communities’game strategy.Fourthly,reputation gains and the extra cost of“high input supervision”affect the governments’game strategy.In this regard,this paper suggests:multiple measures to enhance the explicit benefits of users;improve the mechanism to reduce the cost of“active protection”;strengthen supervision to play the dual effect of incentives and penalties.