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Damit stellt sich vermehrt die Frage, inwiefern der Schutz personenbezogener Daten bei Online-Finanzdienstleistungen in der Wahrnehmung des Kunden als Differenzierungsmerkmal gesehen werden kann. Welchen Wert haben diese Daten aus Sicht der Bankkunden? Lassen sie sich durch Finanzdienstleister monetarisieren? Der vorliegende Artikel zeigt mithilfe der Pr\u00e4ferenzmessmethode Choice-Based-Conjoint-Analyse, dass Studierende im Allgemeinen gro\u00dfen Wert auf den Schutz ihrer Privatsph\u00e4re legen und bereit sind, eine deutlich h\u00f6here monatliche Grundgeb\u00fchr zu akzeptieren, wenn ihre Daten ausreichend von dem Zugriff Dritter gesch\u00fctzt sind. Schon wenige, besonders relevante Eigenschaften eines Girokontos (v.\u202fa. Datenschutz &amp; Privatheit sowie Grundgeb\u00fchr) tragen dazu bei, dass sich Studierende f\u00fcr ein bestimmtes Girokonto entscheiden. 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