Pricing Mechanism Of Personal Health Data Transaction Under Information Asymmetry

With the popularity of various wearable health devices,individuals can collect real-time data on various health indicators,such as heart rate data,blood oxygen concentration,respiratory rate,blood pressure and body temperature.However,theses personal health data are scattered stored in different kinds of wearable health equipment,to get a lot of personal health data,health data demanders(e.g.,medical institutions,pharmaceutical companies and insurance institutions,etc.)should deal with quite a number of individuals(i.e.,health data owners),building a health data trading platform as needed by the market.In the process of health data transaction,the sensing cost paid by the health data owners is different,which leads to different willingness of health data supply.At the same time,health data demanders differ in valuations on the value of health data,which leads to different willingness to demand health data.Therefore,it is necessary to study the pricing mechanism of personal health data transaction under different scenarios based on the health data trading platform,promote the market flow of personal health data,and then realize the realization and appreciation of health data value.With the crowdsensing mode gradually becoming a new paradigm of real-time perception and collection of environmental data,based on the current chaotic development of health data market,a personal health data trading platform based on crowdsensing mode is constructed by this paper to provide a place for health data owners and health data demanders to conduct health data transaction.Thus,this paper analyzes the health data trading platform from three aspects of participants,functional structure and system structure,and probes into the business model of the platform with the help of six element business model of Wei Zhu.The empirical results show that the health data trading platform based on crowdsensing mode can build a closed health ecological platform of health data collection,transaction,utilization and feedback,and realize the flow and value realization of personal health data,which provides data support for further improving the health service level.According to the health data trading platform based on crowdsensing mode,combined with the characteristics of personal health data,this paper analyzes the transaction behavior between the health data trading platform,the health data owners and demanders under different scenarios,constructing the transaction income model of health data.Considering the sensing cost of the health data owners and the utility of the health data demanders are privacy information of both parties,information asymmetry exists in the whole process of health data transaction.Therefore,considering the supply willingness of the health data owners and the demand willingness of the health data demanders,the optimal pricing mechanism of personal health data transaction is studied in three scenarios: supply information asymmetry,demand information asymmetry and supply and demand information asymmetry.When there exists supply information asymmetry between the health data owners and the health data trading platform,a personal health data trading pricing mechanism based on Walrasian Equilibrium is designed to guide the health data owners to actively share their own health data.Consider the information asymmetry between the health data demanders and the health data trading platform,the mechanism design method is adopted to design the personal health data auction mechanism,so as to maximize the benefits of the whole health data trading system when meeting the needs of health data demanders.However,when considering the asymmetry of supply and demand information between the health data owners and the health data demanders,this paper adopts double auction method to design the distribution rules and payment rules of personal health data transaction to achieve the balance between the owners of health data and the demanders of health data.At last,to verify the convergence and effectiveness of the pricing mechanism of personal health data transaction,this paper analyzes the corresponding examples and obtains the optimal price of personal health data transaction.In summary,the personal health data is regarded as a digital commodity.Through the establishment of a personal health data trading platform based on crowdsensing mode and the design of fair and reasonable pricing mechanism for personal health data transaction,the successful trading of personal health data can be promoted to achieve mutual benefit and winwin results between the owners and demanders of health data.On the one hand,the research results of this paper enrich and improve the related research theories and methods of personal health data transaction at the theoretical level.On the other hand,at the practical level,it helps to promote the market circulation of personal health data,guide the pricing strategy of the health data trading platform,realize the realization and appreciation of the personal health data value,and promote the sustainable operation of the health data trading platform,which has important guiding significance and application value to further improve the level of health service.