平台企业数据优势与消费者隐私保护——数据赋权下的消费者、平台企业、政府三方博弈视角

Data Advantages of Platform Enterprises and Consumer Privacy Protection——From the Perspective of Tripartite Game between Government,Platform Enterprises and Consumers under Data Empowerment

作为平台企业的重要资产亦即用户的隐私,个人信息在大数据领域的广泛应用容易导致数据滥用,企业与个人在信息掌控上的不对等关系导致以数据赋权机制为主的个人信息相关法律面临挑战。为探索赋权保护模式下的多方利益格局,本文从“大数据杀熟”角度出发,构建消费者、平台企业和政府的三方演化博弈模型并建立复制动态方程,得到不同情形下的三方演化稳定策略,通过数值分析方法研究数据赋权政策下关键参数发挥的作用。研究表明:数据技术水平的提升依然可以促使平台企业在博弈中选择“杀熟”行为;数据安全与信息保护会使赋权模式有效维护消费者权益,但对平台企业的定价策略缺乏影响力;在政策监管实践中,监管概率可以高效辅助提高监测水平,以抑制平台企业的差别定价行为。因此,加强个人信息保护体系建设、灵活设置监管策略、构建多元利益主体参与的治理体系,是赋权政策下解决数据垄断及相关价格歧视行为的有效途径。

As an important asset of platform enterprises,personal information is also the privacy of users.The wide application of personal information in the field of big data leads far too easily to the abuse of data.In fact,the unequal relationship between platform enterprises and consumers in information control makes the personal information law based on data empowerment mechanism face challenges.To explore the situation of multiple stakeholders of empowerment protection mode,this article builds a three-party evolutionary game model of government,platform enterprises and consumers from the perspective of“Big Data Discriminatory Pricing”,and establishes the replication dynamic equation to obtain the three-party evolutionary stable strategy under different circumstances.Then,the role of key parameters under the data empowerment policy is studied by numerical analysis.The research shows that the improvement of data technology can still promote the platform enterprises to choose this discriminatory pricing in the game,while data security and information protection can make the empowerment mode effectively safeguard the rights and interests of consumers but lack a strong influence on the pricing strategy of platform enterprises;In the practice of policy supervision,the improvement of supervision probability can effectively assist the level of monitoring for inhibiting the differential pricing behavior of platform enterprises.Therefore,strengthening the construction of personal information protection system,flexible setting of regulatory strategies,and building a governance system involving multiple stakeholders are effective ways to solve data monopoly and related price discrimination under the empowerment policy.