Abstract

In the contemporary digital economy, personal data has become a valuable asset, particularly for young individuals such as students who frequently interact in online environments. The rapid development of digital platforms not only creates opportunities for data utilization but also gives rise to significant privacy risks. This study examines and analyzes university students’ perceptions of the economic value of personal data, as well as the factors influencing their behaviors in exchanging and protecting personal data, based on an empirical survey. The findings provide a basis for proposing recommendations to enhance awareness and strengthen the protection of personal data.

Keywords: Economic value of personal data, personal data exchange, personal data protection, privacy.