关键词: 隐私信息保险, 隐私感知, 电子商务, 服务策略, 定价策略

Abstract: As a special means for privacy protection, privacy insurance has been applied by e-commerce companies in practice, but it has not been studied yet in academic circles. This paper, by taking a game-theoretic approach, explores the valuation of privacy insurance and its impacts on the strategies of monopoly enterprises and the privacy information exposure decision of consumers. The results indicated that privacy insurance improves consumers’ willingness to participate in the market and to disclose more privacy information. Besides, the profit of monopoly enterprise increases with the increase in the number of consumers who buy privacy insurance. Moreover, if more consumers buy privacy insurance, the monopoly enterprise will have a lower cost of service and a higher profit. In summary, privacy insurance brings positive effects on both monopoly enterprise and consumers.

Key words: information privacy insurance, privacy concerns, electronic commerce, service strategy, price strategy