[目的/意义]揭示医药电商用户隐私泄露风险生成机理，并提出相应控制策略，以提升医药电商领域的用户隐私安全，保障用户隐私权益。[方法/过程]通过深度访谈收集初始数据，利用主题分析法，从MOA与SOR整合后的理论视角提炼医药电商用户隐私泄露风险影响因素，梳理其作用关系，并构建其生成与控制机理模型。[结果/结论]医药电商用户隐私披露动机、隐私保护环境和隐私素养作为刺激因素，均通过隐私泄露风险感知的中介作用对用户隐私泄露风险控制行为产生间接影响。此外，用户隐私认知心理影响用户隐私泄露风险感知，并调节刺激对隐私泄露风险感知及其对风险控制行为的路径关系。鉴于此，从政府与平台双主体视角，提出设立全生命周期隐私保护机制、隐私信息分级标注等多元化数据治理与隐私保护策略。

[Purpose/significance] Reveal the generation mechanism of privacy leakage risks among users of medical e-commerce platforms and propose corresponding control strategies to enhance user privacy security in the medical ecommerce sector and safeguard user privacy rights. [Method/process] In-depth interview is conducted to collect ini⁃tial data. Using thematic analysis, the MOA and SOR frameworks are integrated to extract the influencing factors of pri⁃vacy leakage risks in medical e-commerce. The interrelations among these factors are mapped out, and a model for the generation and control mechanism of these risks is constructed. [Result/conclusion] Privacy disclosure motivation, pri⁃vacy protection environment, and privacy literacy, as stimuli, all indirectly influence users' privacy risk control behav⁃iors through the mediation of perceived privacy leakage risk. Furthermore, users' privacy cognitive psychology impacts their perception of privacy leakage risk, moderating the relationship between stimuli and perceived privacy leakage risk, as well as between perceived risk and risk control behaviors. Given this, the research proposes a range of data gov⁃ernance and privacy protection strategies from the dual perspectives of government and platform, including establishing a full lifecycle privacy protection mechanism and implementing graded labeling of privacy information.