This thesis will focus on consumer versus marketer insights into the value of private data. Consumers’ views of their own private data are hypothesized to influence their attitudes on money and might affect their willingness to purchase tangible (vs. intangible) products and services. Do consumers view their private data as a form of currency that grants them access to desired goods and services? Understanding this question is the reason the researcher is going to identify consumers’ data consumption behaviour and explore their view of data as currency.
The researcher conducted a field study over 4 days to identify whether consumers are willing to use cash or data as currency to purchase tangible goods. In total, 147 participants purchased 8G flash drives and completed questionnaires. As a result, the main effect is that 127 participants (86.4 %) were willing to purchase the tangible good when data was used as currency to but only 20 (13.6 %) participants chose to purchase when cash was the currency. This finding indicates that consumers, at least of the university generation, have already well-accepted data as currency. Implications and limitations are also discussed.||en_NZ