This study delves into consumers’ privacy valuation, modeling the privacy calculus as a mediating construct and aiming to investigate the factors that possibly influence the perceived costs and benefits thereof. A reverse auction was conducted within a real-life experimental field setting, which enabled the researchers to control the consumer decision-making process for customer-perceived value. The results highly support the conceptualization of the cost–benefit calculus as a mediating construct. The findings indicate that consumers distinguish between the positive and negative consequences of personalization when they determine the value of their data. Furthermore, the findings prove the important relationship between customer-perceived value and consumers’ data valuation. The findings show that negative elasticity of the suggested bid amounts to a change in usage intensity. This study substantially enhances the academic understanding of consumers’ decision-making processes when exchanging data for benefits.

本研究深入研究消费者的隐私评估，将隐私演算建模为中介结构，旨在调查可能影响其感知成本和收益的因素。反向拍卖是在现实生活中的实验现场设置中进行的，这使研究人员能够控制消费者决策过程以获得客户感知价值。结果高度支持成本收益演算作为中介结构的概念化。调查结果表明，消费者在确定其数据价值时会区分个性化的积极和消极后果。此外，研究结果证明了客户感知价值与消费者数据评估之间的重要关系。结果表明，建议出价的负弹性相当于使用强度的变化。这项研究极大地增强了对消费者在交换数据以获得利益时的决策过程的学术理解。