| Literature DB >> 34307290 |
Su Wang1, Zhuo Chen2, Yi Xiao3, Chunyu Lin1.
Abstract
Social distancing due to the COVID-19 pandemic has driven some consumers to online shopping, and concerns about pandemic risks and personal hygiene have increased the demand for e-commerce. Providing personalized recommendations seems quite profitable for e-commerce platforms, and consumers also benefit from personalized content with the advancement of AI technologies. However, this possible win-win situation is marred by the increase in consumers' privacy concerns. Technical solutions have been widely studied to protect consumer privacy, while few analyses have been conducted from the perspective of psychological and behavioral implications. In this paper, an evolutionary game model of privacy protection between e-commerce platforms and consumers is established to determine the mechanisms by which various factors exert influence, and evolutionary stable strategies are obtained from equilibrium points. Then, the strategy selections are simulated with MATLAB 2020 software. Based on the results, the following conclusions are drawn: (1) the application of AI technologies in e-commerce will fundamentally benefit consumers, which makes them actively share personal information with e-commerce platforms with incentives for generous rewards; (2) it is profitable for e-commerce platforms to conduct data mining by improving the ability to use AI technologies and making efforts to reduce technical costs; and (3) regulators should improve the level of supervision instead of imposing a large penalty to enhance consumer trust, which could effectively increase the profits of e-commerce platforms and protect consumers' privacy.Entities:
Keywords: evolutionary game; influencing mechanism; online shopping; privacy protection; social distancing
Year: 2021 PMID: 34307290 PMCID: PMC8292788 DOI: 10.3389/fpubh.2021.705777
Source DB: PubMed Journal: Front Public Health ISSN: 2296-2565
Notations for the model.
| The fixed profits obtained by consumers when they choose not to share personal information when online shopping | |
| The fixed profits obtained by consumers when they choose to share personal information when online shopping | |
| Maximum extra benefits generated for consumers by the data mining behavior of e-commerce platforms | |
| α | The positive utility coefficient of data mining for consumers |
| Maximum extra losses generated for consumers by the data mining behavior of e-commerce platforms. | |
| β | The negative utility coefficient of data mining for consumers |
| Rewards obtained by consumers from e-commerce platforms for sharing personal information | |
| The fixed benefits obtained by e-commerce platforms when providing services to consumers. | |
| The maximum extra benefits that e-commerce platforms can obtain through data mining when consumers choose to share personal information. | |
| The maximum extra benefits obtained by e-commerce platforms through illegal data mining when consumers choose not to share personal information. | |
| μ | The ability of e-commerce platforms to use AI technologies, which directly influences the effects of data mining. |
| δ | The possibility that illegal data mining behavior by e-commerce platforms is detected when consumers choose not to share personal information. |
| The penalty for illegal data mining by e-commerce platforms. | |
| The trust coefficient of consumers for e-commerce platforms under the supervision of third-party regulators | |
| The reward cost of e-commerce platforms when consumers choose to share personal information | |
| The technical cost of data mining for e-commerce platforms | |
| Probability of consumers choosing to share personal information | |
| Probability of e-commerce platforms choosing data mining |
Payoff matrix of consumers and e-commerce platforms in privacy protection.
| Consumers | Sharing | ( | ( |
| Not sharing | ( | ( | |
Figure 1Influencing factors and their relevance.
Parameter settings of consumers.
| Value | 5 | 10 | 5 | 5 | 0.5 | −0.5 | 5 |
Parameter settings of e-commerce platforms.
| Value | 5 | 5 | 10 | 5 | 0.5 | 0.5 | 0.5 | 5 | 2 |
Figure 2Evolutionary stability strategy of consumers when .
Figure 3Evolutionary stability strategy of e-commerce platforms when .
Figure 4Evolutionary stability strategy of consumers when .
Figure 5Evolutionary stability strategy of e-commerce platforms when .