Consumer data is a crucial resource for retailers. Yet accessing this data increasingly requires consumers to willingly participate in data exchange. This paper draws on social exchange theory and privacy calculus to investigate differences in consumer willingness to exchange data with retailers. Consumers are also profiled on their perceptions of retailer's use and abuse of data, along with the antecedents and outcomes of these perceptions. We employ a cross-sectional quantitative survey and collect data from a sample of 463 US consumers. For statistical analysis, we employ a latent class segmentation and identify six consumer segments which differ in their perceptions of the consumer-retailer data exchange. The key drivers of these segment differences include privacy concerns, technology readiness, and general trust of, and engagement with, retail brands. The segments also differ in their subsequent views towards the use and abuse of their data by retailers, including willingness to exchange data. Hence, when accessing and utilizing consumer data, it is important that brands identify different segments, and adapt their approach accordingly.

消费者数据是零售商的重要资源。然而，访问这些数据越来越需要消费者自愿参与数据交换。本文利用社会交换理论和隐私演算来调查消费者与零售商交换数据的意愿差异。还介绍了消费者对零售商使用和滥用数据的看法，以及这些看法的前因和结果。我们采用横断面定量调查并从 463 名美国消费者的样本中收集数据。对于统计分析，我们采用潜在类别细分并确定六个消费者细分，它们对消费者-零售商数据交换的看法不同。这些细分市场差异的主要驱动因素包括隐私问题、技术准备以及对以下方面的普遍信任和参与，零售品牌。这些细分市场在随后对零售商使用和滥用其数据的看法也不同，包括交换数据的意愿。因此，在访问和利用消费者数据时，品牌识别不同的细分市场并相应地调整他们的方法非常重要。