ABSTRACT
Along with the fast development of the information technology and international internet, the consumers have to deal with the misuse of their personal data in the process of Electronic Commerce transaction, in addition to facing up to the ecological environment, food, disease risk, which brings a great deal of psychological distress to them. According to the survey report of Beijing Youth Daily, in Beijing, Shanghai, Guangzhou, the proportion of personal data infringement respectively is 60.4%, 60.4% and 39.1% (Zhou, H.H. 2006). It’s getting more and more serious of the infringement of personal data. The Electronic Signature Law has been promulgated to solve the authentication problem of the development of Electronic Commerce in China, but it has only solved the authentication problem of the development of Electronic Commerce and there are also many other problems. So the consumers’ anxiety and perplexity have increased about his personal information leakage and illegal use of personal data (Qi, A.M.2012). The personal data circulation conflicts bitterly with the privacy protection, so it’s very important to strive for balance between data circulation and personal privacy protection.
