Abstract:

In the era of digital intelligence economy, privacy protection has become an important dimension for enterprises to gain competitive advantage. This paper constructs a multi-dimensional differentiated competition model of duopoly enterprises under the dominant position of brand preference or privacy preference, and examines the effect of intelligent decision efficiency on privacy protection strategy and equilibrium profit. It is found that if only one enterprise makes intelligent decisions, unlike the complementary relationship between privacy protection behavior and intelligent decision behavior of high privacy protection enterprises dominated by brand preference, there is a substitute relationship between the two under the dominant position of privacy preference. At the same time, under the dominant position of brand preference, only when intelligent decision efficiency is higher than a certain threshold, the equilibrium profit of enterprises taking intelligent decision is positively related to the intelligent decision efficiency. In addition, under the dominant position of privacy preference, the equilibrium profit of enterprises adopting intelligent decision is positively related to the intelligent decision efficiency, while the equilibrium profit of enterprises adopting experience decision is negatively related to the intelligent decision efficiency. Moreover, if both enterprises adopt experience decision under the dominant position of privacy preference, the enterprise equilibrium profit is negatively related to the information security cost. However, under the dominant position of brand preference, the enterprise equilibrium profit is positively related to the information security cost.

Key words: brand preference, privacy preference, intelligent decision, experience decision, privacy protection strategy

摘要： 数智经济时代，提升产品隐私保护水平已成为企业获取竞争优势的重要途径，基于用户数据的智能决策与避免数据泄露的隐私保护也不再是不可兼得的“鱼和熊掌”。本文分别在消费者品牌偏好主导和隐私偏好主导下，构建双寡头企业多维度差异化竞争模型，考察智能决策效率如何影响企业的隐私保护策略与均衡收益。研究发现：如果仅一个企业采取智能决策，不同于品牌偏好主导下高隐私保护企业的隐私保护行为与智能决策行为之间的互补关系，隐私偏好主导下的两者呈现出替代关系；同时，在品牌偏好主导下，只有当智能决策效率高于某个阈值时，采取智能决策的企业的均衡收益与智能决策效率正向相关；此外，在隐私偏好主导下，采取智能决策的企业的均衡收益与智能决策效率正向相关，采取经验决策的企业的均衡收益与智能决策效率负向相关。如果双寡头企业都采取经验决策，在隐私偏好主导下，企业均衡收益与信息安全成本负向相关；在品牌偏好主导下，企业均衡收益与信息安全成本正向相关。

关键词: 品牌偏好, 隐私偏好, 智能决策, 经验决策, 隐私保护策略