电子商务环境下消费者个人信息保护危机与应对——以新制度经济学为视角

电子商务环境中，经营者常利用其与消费者之间的非均衡博弈关系擅自处理后者的个人信息，这不但侵害了消费者的人格利益，而且阻碍了个人信息资源的高效配置。我国为促使经营者尊重消费者对个人信息的排他性产权，应强制经营者在处理个人信息前履行征得消费者许可等义务，进而改变这种不均衡状态。而立法者为了优化规制效果，宜立足于商业伦理与网络治理等因素构筑的特殊国情并重点借鉴欧盟的成例，凭借作为公共选择的立法活动将前述义务予以明确化。但刚性的法律规范又会不当限制经营者与消费者的决策自由，并阻碍个人信息的有效利用，对此，我国还需要参照美欧做法对经营者义务规则的适用设定例外情形。

Crisis and Settlement of Consumers’Personal Information Protection in Settings of Electronic Commerce:Mainly in View of New Institutional Economics Study

In settings of electronic commerce,proprietors possess consumers’personal information at their own will by way of unbalanced game with consumers,by which consumers’personality is infringed and the maximized utilization of personal information resource is hindered.Proprietors should be obliged to ask for consumers’authorization while pro-cessing compulsorily,so that they will be forced to cooperative with consumers in an equal way and protect consumers’ rights on personal information.And in order to maximize the effect of regulation and in the view of the legislation from EU,Chinese legislators should lay out above-mentioned obligatory rules in the statutes on the domestic background of commercial ethnics and network regulation.And in order to cope with the excessive forcible effect of statues,exemption clauses should also be set so as to protect the free will of proprietors as well as consumers and enhance the utilization of personal information.