Unbeknownst to many online consumers, their personal information is being traded on a flourishing and rapidly increasing market for privacy data. In a process often labeled online behavioral targeting (OBT), data mining companies and online brokers collect, analyze, buy, and sell consumers’ personal data in an effort to enable online and offline marketers to deliver personalized, highly relevant, and ultimately profitable advertisements. For the most part, consumers have not yet been afforded the opportunity to meaningfully participate in this market for privacy data. The purpose of this article is to explore more deeply the impact of knowledge on consumers’ potential willingness to keep versus trade their private information. Using survey data methodology, we find that those consumers who are more knowledgeable about OBT are willing to pay more for keeping their data private and, at the same time, are willing to sell their data for less money than less informed consumers.

中文翻译：

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在线行为定位：知识渊博的消费者愿意出售他们的隐私吗？

许多在线消费者并不知道，他们的个人信息正在蓬勃发展且迅速增长的隐私数据市场上进行交易。在通常标记为在线行为定位 (OBT) 的过程中，数据挖掘公司和在线经纪人收集、分析、购买和出售消费者的个人数据，以使在线和离线营销人员能够提供个性化、高度相关且最终有利可图的广告. 在大多数情况下，消费者还没有机会有意义地参与这个隐私数据市场。本文的目的是更深入地探讨知识对消费者保留与交易其私人信息的潜在意愿的影响。使用调查数据方法，