Pricing strategy with customers’ privacy concerns in Smart-X systems

Shao Zeng Dong, Liu Yang, Bin Ding*, Chia Huei Wu, Xue Feng Shao

*Corresponding author for this work

Research output: Contribution to journalArticlepeer-review

8 Citations (Scopus)


This paper investigates the impact of privacy concerns on customers’ purchasing decisions and service providers’ pricing strategies in Smart-X systems. We develop profit maximisation models to test purchasing decisions and pricing strategies of advanced and basic services in monopoly and competitive markets. We find customers’ privacy costs and service differentiation determine each service provider’s pricing decision and their relative market position. In asymmetrical competition markets, service providers can only coexist when the degree of service differentiation is moderate. These findings have practical implications for the increasingly competitive global markets of specialised products that require pre- and post-purchase services.

Original languageEnglish
Pages (from-to)445-471
Number of pages27
JournalEnterprise Information Systems
Issue number3
Publication statusPublished - 4 Mar 2022


  • Smart-X system
  • customer privacy
  • perceived service value
  • provider competition
  • service differentiation


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