Personalized products and services in e-commerce bring consumers many new experiences, but also trigger a series of information security issues. Considering the bounded rationality of the game participants, in this paper, we propose an evolutionary game model of privacy protection between firms and consumers based on e-commerce personalization. Evolutionary stable strategies (ESSs) are obtained from the equilibrium points according to the model analysis, and then simulation experiments are launched to validate the decision-making results and the influencing mechanism of various factors. The re...
