Research on the Legal Protection of Personal Information of E-Commerce Consumers

人工智能和大数据的出现加速推进了电子商务的发展，消费者个人信息保护逐渐成为社会关注的焦点，对消费者个人信息保护成为了一个重要的法律问题。大数据算法给消费者带来便利的同时，对消费者隐私和个人信息安全也带来了威胁。在电子商务交易中，消费者个人信息成为电商企业重要的数据资源，广告的精准投送助推了商家订单的成交量，但不少商家为了牟利，非法收集使用和泄漏消费者个人信息，损害消费者的合法权益。此外，由于消费者在电商交易中处于弱势的一方，在发生个人信息泄漏时，往往无法及时采取相应的阻止措施，难以维护自身的合法权益。因此，针对电子商务中消费者个人信息保护出现的消费者维权困难、监管力度不足等问题，提出相应的对策，不仅可以为我国电子商务消费者个人信息法律保护提供理论支撑，而且也有利于推进电子商务行业有序发展。The emergence of artificial intelligence and big data has accelerated the development of e-commerce, and the protection of consumers’ personal information has gradually become the focus of social attention, and the protection of consumers’ personal information has become an important legal issue. While big data algorithms bring convenience to consumers, they also pose a threat to consumer privacy and personal information security. In e-commerce transactions, consumers’ personal information has become an important data resource for e-commerce enterprises, and the precise delivery of advertisements has boosted the transaction volume of merchants’ orders, but many merchants illegally collect, use and leak consumers’ personal information in order to make profits, harming the legitimate rights and interests of consumers. In addition, because consumers are the weaker party in e-commerce transactions, they are often unable to take corresponding measures to prevent personal information leakage in a timely manner, and it is difficult to protect their legitimate rights and interests. Therefore, in view of the difficulties in consumer rights protection and insufficient supervision in the protection of consumers’ personal information in e-commerce, corresponding countermeasures are proposed, which can not only provide theoretical support for the legal protection of personal information of e-commerce consumers in China, but also help promote the orderly development of the e-commerce industry.