Improving Consumer Data Privacy Protection and Trust in the Context of the Digital Platform

In response to the full impact and the fair playing field of digital and cybersecurity, strong multilateral cooperation among politicians and businesses is needed in the global markets. Trust plays an important role in bridging the digital divide. Trust has long been key to social development and economic growth, and this is even more true in the digital economy of the Internet era. Most existing research on the relationship between consumers and trust has focused on specific scenarios. This paper explores the broad perspective of the digital economy and the development of digital society, taking the users of digital platforms as the research object. It then presents a model for a new trust system in the digital economic era that incorporates individual risk perception, enterprise reputation and structural guarantee mechanisms. This study uses partial least squares structural equation modelling (PLS-SEM) to evaluate the study model and hypotheses. The results, which use data from 146 samples, show that structural guarantee systems play an important role in effectively reducing personal risk perception and increasing trust intention. At the same time, the certifications and institutions of enterprises, along with third-party insurance plans, are important pieces of a structural security system. The results of this paper will further expand the application of consumer trust behaviour theory to the digital economy. These findings can also help companies build better relationships with consumers, promoting trust and increasing the options for potential business transactions.