[目的/意义] 通过改造BDM机制，测度中国公众对其个人数据价值的认知，为个人数据侵权案件的经济赔偿以及隐私政策制定提供参考。[方法/过程] 改造BDM机制，明晰个人数据使用目的，引入TIOLI机制规避锚定效应，测度用户对其个人数据的最低出售价格，即用户对其个人数据的价值认知。[结果/结论] 85%的用户愿意出售其个人数据以获取收益。个人偏好数据、联系资料数据、组合数据、新浪微博账户数据和新浪微博历史数据的平均出售价格分别为38.8元、136.3元、237.9元、221.8元和231.4元，而我国现实的个人数据侵权案件的经济赔偿远低于该测量数据。
[Purpose/significance] To modify BDM mechanism to measure the Chinese public’s perception of the value of their personal data, and provide reference for the economic compensation and privacy policy development of personal data infringement cases. [Method/process] This paper modified BDM mechanism, clarified the purpose of using personal data, and introduced TIOLI mechanism to avoid anchoring effect, measured the WTA of users’ personal data, i.e. the users’ perception of the value of their personal data. [Result/conclusion] 85% users are willing to sell their personal data in order to get benefit. The average selling price of personal preference data is RMB 38.8, the average selling price of contact data is 136.3 RMB, the average selling price of combined data is RMB 237.9, the average selling price of Sina Weibo account data is RMB 221.8, and the average selling price of Sina Weibo historical data is RMB 231.4. However, the actual economic compensation for personal data infringement cases in China is much lower than the measurement result.
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