Abstract: The rapid development of mobile commerce has dramatically changed the way people live. Enterprises can more easily access users' personal privacy information, obtain user preferences through specialized data processing and analysis, and then provide personalized services and prices. However, the collection and use of users’ personal information have aroused users’ privacy concerns and affected users' trust and willingness to accept services. In addition, improper privacy protection will also bring huge property losses to enterprises. Therefore, how can enterprises properly share, utilize and protect consumers’ privacy information has become the focus attention of all parties, and also the starting point of this paper.

Key words: privacy; information disclosure; privacy protection; mobile supply chain