This study focuses on the governance problem of e-commerce platform big data killing under the role of government regulation and consumer rights defense， introduces the rights defense cost sharing mechanism and punitive damages， constructs a tripartite evolutionary game model of government-e-commerce platform-consumers， and explores the factors of effective inhibition of big data killing on e-commerce platforms. The study shows that 1） e-commerce platforms will not give up big data killing； 2） improving the success rate of regulation， increasing government punishment， and improving the coefficient of punitive compensation， the rate of rights defense and the success rate of rights defense can effectively inhibit big data killing； 3） sharing the cost of rights defense cannot effectively inhibit e-commerce platforms big data killing.