CAJ | 학술논문

为遏制电子商务网络转卖用户网络信息的泄露隐私行为，本文将消费者和电子商务企业之间的博弈行为模型化，在序贯博弈模型的框架上加入了网络隐私保护技术，并探索在电子商务市场化中的运用。结果发现，这种限制电子商务企业辨识“异质性”消费者的网络隐私保护技术，通过降低消费者隐私信息转卖收入进而可以起到保护消费者隐私的作用，在一定条件下也可以促进电子商务市场规模的扩大。
위알제전자상무망락전매용호망락신식적설로은사행위，본문장소비자화전자상무기업지간적박혁행위모형화，재서관박혁모형적광가상가입료망락은사보호기술，병탐색재전자상무시장화중적운용。결과발현，저충한제전자상무기업변식“이질성”소비자적망락은사보호기술，통과강저소비자은사신식전매수입진이가이기도보호소비자은사적작용，재일정조건하야가이촉진전자상무시장규모적확대。
To keep down the particular situation of loss of privacy that e-commerce network leaked out the user network privacy, this article modeled the game behavior of e-commerce consumer and businesses;and with the introduction of online protection technology into the sequential game framework. We discussed the online protection technology of privacy in the utilization of e-commerce market-oriented. This conclusion found that this online privacy protection technology restricting the ability of e-commerce businesses to recognize the heterogeneity of online consumer, can indeed play a role to protect consumer privacy through reducing the resale income of the consumer privacy information, and under certain conditions, it can also promote the expansion of the scale of the e-commerce market.