In this research, willingness to pay to prevent a leak of personal data–namely, the person's name, address, email address, and video viewing history-and also the willingness to accept compensation in the event of a leak of this data were estimated using the contingent valuation method. From...

In this research, we performed AHP analysis on what sentiments or emotions have the capacity to affect the WTP and WTA required by consumers, with respect to personal information leaks during internet use. The analysis results revealed differences in consumer sentiment and emotion during the...