This paper studies the determinants of willingness to pay (WTP) for preventing personal information infringement. Most of previous studies only estimate the value of the WTP and, unlike them, this paper discusses personal information as an information good. Using a double-bounded dichotomous choice model, this paper empirically analyses the personal characteristics that determine the WTP for the protection of personal information. It contributes to the literature by proposing that gender, working status and communication cost are determinants for the WTP for the protection of personal information.