Research On Consumer Privacy Protection In E-commerce Environment

With the advent of the era of big data,e-commerce has become a part of the general public life.The development and application of e-commerce has enriched people's lives and brought many conveniences to people's shopping,finance and other activities.With the development of e-commerce towards individualization and intelligence,many e-commerce merchants began to use big data for targeted marketing in order to provide consumers with more personalized products.Targeted marketing meets their needs according to consumer needs,fully reflecting the human care and technology content of the current e-commerce environment.However,the personalization and intelligent development of e-commerce also poses great risks.As a result,the leakage of personal information and privacy has become more serious.Consumer privacy information in the e-commerce field has been disclosed,and consumer privacy information has not been Unauthorized acts such as being collected and exploited frequently occur under authorized circumstances.How to improve the information security of consumers in the e-commerce environment,and fully play the positive role of e-commerce is becoming a topic of heated discussion among the public.The privacy-related issues have become a hot topic in current research.It is necessary to improve the e-commerce efficiency by rectifying the bad habit of-personal information being abused frequently in the e-commerce environment.Based on this background,this paper explores how to better optimize the e-commerce environment,protect consumers' personal information and achieve multi-win-win situation based on the current status of privacy protection in e-commerce environment through qualitative and quantitative methods.Provide some guiding opinions and suggestions for the healthy development of contemporary e-commerce.This article follows the following lines:First of all,the current literature on consumer privacy is sorted out,and these researches are mainly from the definition of privacy,the way of personal privacy leakage,the main form of violation of the privacy of network users,the attitude of consumers towards privacy,and the way to deal with violations.And so on.Then the current situation of consumer privacy protection in the current e-commerce environment is analyzed.Mainly from the government level,e-commerce companies,industry associations,and technical factors,it explores the contributions and deficiencies of the society to consumers' privacy protection.Next,the survey analyzes the consumer's attention to personal privacy during the online shopping process,and uses questionnaires to obtain data.The survey results show that consumers pay less attention to personal privacy and strengthen the protection of consumers'private information.It is very necessary.Secondly,based on the description of the status quo of consumer privacy protection,the status quo is analyzed and analyzed from the government,enterprises and consumers.It is found that there are still many problems in consumer privacy protection.These issues work together,resulting in current consumer privacy that cannot be effectively protected.Finally,this paper puts forward specific suggestions from the government,e-commerce platform and e-commerce merchants.First,we must improve relevant laws and regulations.Second,we must improve the regulatory system and supervision system of e-commerce platforms.Third,all parties should correctly guide consumers and improve their self-protection awareness and ability.