Abstract: Personal information is the common wealth of consumers and producers, and usage of personal information for commercial purpose is particularly prominent in the field of e-commerce Accurate valuation of personal information helps to establish a standardized and orderly personal information exchange system between enterprises and consumers By summarizing the definition, classification, current utilization situation and valuation methods of personal information, the contingent valuation method (CVM), which is widely used in the valuation of non-market value of public goods, is introduced to the valuation of consumers′ personal information For consumers using online movie tickets booking platform,  961 questionnaires were issued to get  consumers′ willingness to provide personal information under payment in the empirical research process Finally willingness-to-pay models were used to get the average valuation of consumers′ age and home address information, and it is confirmed that  difficulty in assessing the value of personal information will rise a lot with increasing of the degree of privacy

Key words: personal information, value assessment, e-commerce, contingent valuation method