Table 3.

Expectations of insurance customers for sharing health data (N=452).

Social exchange theory construct, theme, expectation			Customers, n (%)
Commitment
	Requirements for data treatment
		Access and control	7 (1.5)
		Security	16 (3.5)
		Privacy	10 (2.2)
		Use	31 (6.9)
		Total customers	64 (14.2)
Power
	Negative consequences
		Policy	4 (0.9)
		Profiling	18 (4.0)
		Total customers	22 (4.9)
Reciprocity
	Compensation
		Discounts	128 (28.3)
		Tangible goods	7 (1.5)
		Total customers	135 (29.9)
	Benefits
		Customer experience	14 (3.1)
		General advantages	52 (11.5)
		Personalization	63 (13.9)
		Total customers	129 (28.5)
Trust
	Empathy
		Compassion	8 (1.8)
		Confidence	13 (2.9)
		Transparency	13 (2.9)
		Total customers	34 (7.5)