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【目的/意义】如何分析社交网络平台和用户的隐私保护投入成本和收益,从而有效引导与促进隐私保护,成为政府的重要任务。【方法/过程】设计由社交网络平台和用户组成的博弈参与主体,研究了行为双方的隐私保护投入行为与策略,依据不同行为策略的支付矩阵,建立了社交网络平台与用户隐私保护投入策略的演化博弈模型,并分析得到隐私保护投入的演化稳定策略。【结果/结论】结果表明,社交网络平台与用户的隐私保护投入策略与其投入成本和隐私损失密切相关,当双方隐私保护投入成本和隐私损失发生变化时,会出现多种演化稳定策略。运用matlab进行了数值仿真,验证了模型的有效性,并给出了相关对策和建议。
[Purpose / Significance] How to analyze the input costs and benefits of social network platforms and users’ privacy protection to effectively guide and promote privacy protection has become an important task of the government. 【Method / Process】 This paper designs the game participators composed of social network platform and users, studies the behavior and strategy of privacy protection of both parties in behavior, and sets up the social network platform and investment strategy of user privacy protection according to the payment matrix of different behavior strategies Evolutionary game model, and analysis of the evolution of privacy protection investment strategy. [Results / Conclusion] The results show that the social network platform and the user’s privacy protection investment strategy is closely related to its input cost and privacy loss. When both the input cost of privacy protection and privacy loss change, there will be a variety of evolutionary stabilization strategies. The numerical simulation with matlab is carried out to verify the effectiveness of the model and gives some countermeasures and suggestions.