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To address this problem, this study establishes an intertemporal dynamic game model. Switching costs, firms\u2019 personalized pricing orientation costs, and consumer privacy costs are then introduced into the model, and the effect of consumer privacy on personalized pricing is analyzed. The results show that improving firms\u2019 pricing accuracy will aggravate market price competition, reduce firms\u2019 profits, and improve consumer surplus. Consumer switching costs make it impossible for a firm to poach the loyal consumers of a rival firm through unified pricing, but poaching can also be achieved through group pricing. However, if the pricing accuracy of both firms is improved through personalization, poaching will not occur. Switching costs enhance the effect of improved pricing accuracy on the profit loss of both firms. Firms\u2019 personalized pricing orientation costs and consumer privacy costs enhance the effect of personalized pricing strategies. Our research provides decision-making reference for enterprise pricing strategy.<\/jats:p>","DOI":"10.1142\/s0218126622502516","type":"journal-article","created":{"date-parts":[[2022,4,30]],"date-time":"2022-04-30T11:51:02Z","timestamp":1651319462000},"source":"Crossref","is-referenced-by-count":3,"title":["How Does Consumer Privacy Affect Personalized Pricing? Analysis Based on Intertemporal Dynamic Game Model"],"prefix":"10.1142","volume":"31","author":[{"given":"Biao","family":"Ma","sequence":"first","affiliation":[{"name":"School of Economics & Management, Nanjing University of Science & Technology, 200 Xiaolingwei Street, Nanjing, Jiangsu 210094, P. R. China"},{"name":"Jiangsu Provincial Education Examination Authority, 15-2 Beijingxilu Street, Nanjing, Jiangsu 210024, P. R. 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