Individuals are supposed to perform a privacy risk-benefit analysis when deciding to transact with a free data-driven service provider. Building on equity theory, this article suggests that users incorporate the net value for providers in their trade-off. Based on two pre-studies and an experimental survey study among 200 free data-driven service users, we provide evidence that users’ balance their own net value (benefits minus risks) as well as providers’ net value from monetizing users’ data. This leads to distributive equity perceptions which, in turn, affect users’ satisfaction with the service and thus long-term success of the user-provider-relationship. In this vein, a distributive equity scale for the context of data-driven services is developed. Implications for research, providers and users are discussed.

在决定与免费的数据驱动的服务提供商进行交易时，个人应该执行隐私风险收益分析。本文基于权益理论，建议用户在权衡取舍时考虑提供商的净值。基于对200个免费数据驱动的服务用户的两项前期研究和一项实验调查研究，我们提供了证据，表明用户的平衡自身净值（收益减去风险）以及提供商通过将用户数据货币化而获得的净值。这会导致分配公平感，进而影响用户对服务的满意度，进而影响用户与提供者关系的长期成功。因此，针对数据驱动服务的情况，制定了分布式资产净值表。讨论了对研究，提供者和用户的影响。