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

摘要： 隐私信息保险作为一种特殊的保护隐私信息的手段已经应用于实践，而在学术界还未有研究。本文构建博弈模型，探讨电子商务中消费者隐私信息保险的应用价值，分析隐私信息保险的引入对企业的服务策略和产品定价策略以及消费者隐私信息披露策略等的影响。模型分析表明：对消费者而言，隐私信息保险提升了消费者进入市场的意愿并能激励消费者披露更多的隐私信息；对电子商务企业而言，市场上购买隐私信息保险的消费者越多，企业付出的服务成本越低，企业获得的利润越高。同时，企业还将为消费者提供更多的价格优惠。总之，隐私信息保险的存在无论是对消费者还是企业均能起积极作用。

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