消费者个人信息保护在电子商务领域的困境及完善建议
The Dilemma of Protecting Consumer Personal Information in E-Commerce and Suggestions for Improvement

近几年电子商务飞速发展，大数据应用作为开启电子商务新时代的关键，在给人们带来便利条件的同时也是一把双刃剑，对个人信息保护造成巨大威胁。由于消费者个人信息具有重要的财产价值，因此个人信息的人身性和财产性在电子商务领域体现得更加明显。因此，电子商务背景下的个人信息保护，既是保护公民的合法权利，也是促进电子商务领域健康发展的需要。本文通过揭示目前消费者在电子商务领域个人信息遭受侵害的主要表现，就目前个人信息保护在电子商务领域的困境作出分析，结合域外个人信息保护对我国的启示，分别从个人信息类型化区分、优化信息收集阶段消费者个人信息的告知同意规则、明确商家义务这三个方面对个人信息保护的完善提出建议。
In recent years, with the rapid development of e-commerce, big data applications have become a key factor in ushering in a new era of e-commerce. While bringing convenience to people, they are also a double-edged sword, posing a huge threat to personal information protection. Due to the significant property value of consumer personal information, the personal and property nature of personal information is more evident in the field of e-commerce. Therefore, the protection of personal information in the context of e-commerce is not only to protect the legitimate rights of citizens, but also to promote the healthy development of the e-commerce field. This article reveals the main manifestations of personal information infringement by consumers in the field of e-commerce, analyzes the current difficulties of personal information protection in the e-commerce field, and combines the inspiration of personal information protection outside the domain to China. It respectively distinguishes personal information types, optimizes the rules for informing and agreeing consumer personal information during the information collection stage Provide suggestions for improving personal information protection in three aspects: clarifying the obligations of merchants.