Today, Internet users mostly take a passive role in the market for personal information, as they provide companies their data in return for free services but not money. To increase individuals' compensation, platforms have emerged, on which users can sell their personal information. These platforms provide a particular interesting context for research on the value of personal information. Existing studies on this topic have often relied on artificial settings and highly specialized research

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... exts, leading to contextspecific results. Contrary, data-selling platforms can serve as a natural context to investigate users' willingness-to-sell (i.e., valuation of) personal information. We conducted a two-step study among 299 Internet users including a qualitative study and a choice-based conjoint analysis to investigate the antecedents of users' willingness-tosell information on data-selling platforms and their relative importances. We contribute to research by offering a comprehensive list of antecedents and their importances in the highly-promising context of data-selling platforms.