[1] Cheng Yan, Mei Shue, Zhong Weijun,. Consumers’ privacy data sharing between the sellerand the e-commerce platform [J]. Journal of Southeast University (English Edition), 2020, 36 (2): 234-240. [doi:10.3969/j.issn.1003-7985.2020.02.015]
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Consumers’ privacy data sharing between the sellerand the e-commerce platform(
)
电子商务平台与卖家间的消费者隐私数据分享行为研究
)Journal of Southeast University (English Edition)[ISSN:1003-7985/CN:32-1325/N]
- Volumn:
- 36
- Issue:
- 2020 2
- Page:
- 234-240
- Research Field:
- Economy and Management
- Publishing date:
- 2020-06-20
Info
- Title:
- Consumers’ privacy data sharing between the sellerand the e-commerce platform
- 电子商务平台与卖家间的消费者隐私数据分享行为研究
- Author(s):
- Cheng Yan, Mei Shu’e, Zhong Weijun
- School of Economics and Management, Southeast University, Nanjing 210096, China
- PACS:
- F272.3
- DOI:
- 10.3969/j.issn.1003-7985.2020.02.015
- Abstract:
- Due to the fact that consumers’ privacy data sharing has multifaceted and complex effects on the e-commerce platform and its two sided agents, consumers and sellers, a game-theoretic model in a monopoly e-market is set up to study the equilibrium strategies of the three agents(the platform, the seller on it and consumers)under privacy data sharing. Equilibrium decisions show that after sharing consumers’ privacy data once, the platform can collect more privacy data from consumers. Meanwhile, privacy data sharing pushes the seller to reduce the product price. Moreover, the platform will increase the transaction fee if the privacy data sharing value is high. It is also indicated that privacy data sharing always benefits consumers and the seller. However, the platform’s profit decreases if the privacy data sharing value is low and the privacy data sharing level is high. Finally, an extended model considering an incomplete information game among the agents is discussed. The results show that both the platform and the seller cannot obtain a high profit from privacy data sharing. Factors including the seller’s possibility to buy privacy data, the privacy data sharing value and privacy data sharing level affect the two agents’ payoffs. If the platform wishes to benefit from privacy data sharing, it should increase the possibility of the seller to buy privacy data or increase the privacy data sharing value.
- 由于电子商务平台与平台上卖家关于消费者隐私数据的分享行为对平台、卖家和消费者带来的影响是多面及复杂的, 通过建立寡头垄断环境下的博弈模型, 研究了在平台与卖家间存在消费者隐私数据分享行为时各方的均衡策略.均衡结果显示一旦进行消费者隐私数据的分享, 平台能够收集到更多的消费者隐私数据.此外, 当消费者隐私信息分享价值较高时, 平台将会相应地提升交易佣金, 同时卖家会降低产品价格.当消费者隐私信息分享价值较低且平台数据分享程度较高时, 对消费者隐私数据的分享行为会损害平台的利益.而平台上的卖家及消费者始终可以从隐私数据分享行为中获益.最后, 对模型进行扩展, 进一步讨论了在信息不对称情形下, 即平台不确定企业是否购买隐私数据时, 平台的隐私数据分享行为对三方的影响.研究结果表明, 平台和卖家均不一定能够从隐私数据分享中获益.卖家购买隐私数据的概率、隐私数据分享的价值和分享的程度这3个因素在其中起到了重要作用.平台若想通过隐私数据分享提高收益, 只有通过提升企业购买隐私数据的可能性或提升隐私数据的分享价值来实现.
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Memo
- Memo:
-
Biographies: Cheng Yan(1986—), female, Ph.D. candidate; Mei Shu’e( corresponding author), female, doctor, professor, meishue@ seu.edu.cn.
Foundation item: The National Social Science Foundation of China(No.17BGL196).
Citation: Cheng Yan, Mei Shu’e, Zhong Weijun. Consumers’ privacy data sharing between the seller and the e-commerce platform.[J].Journal of Southeast University(English Edition), 2020, 36(2):234-240.DOI:10.3969/j.issn.1003-7985.2020.02.015.