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Apps can be seen as the embodiment of ubiquitous computing, i.e. the creation of environments saturated with computing and communication capability, integrated with human users. App markets are typical examples of so-called free or freemium markets, i.e. most apps include (at least) a free basic version. However, this does not mean that consumers do not have to pay for the benefits they derive. More precisely, private information of consumers is generated as the majority of apps receives, stores, or processes personal data, although sometimes other revenue mechanisms are used simultaneously. Given the fact that consumers’ information privacy as personal data privacy is a major part of the economic exchange when downloading and using apps, app privacy is determined as an attribute of the value proposition of apps. The current paper approaches the contingent valuation for measuring the willingness to pay for app privacy as an abstract value.