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Publicação
Privacy in Internet Commerce: How can protection be established
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| 1.08 MB | Adobe PDF |
Autores
Orientador(es)
Resumo(s)
Prior research has found the analysis of the underlying values of privacy from consumers perspective to play a significant role in the definition of data protection practices. However, there has been limited research on what influences those values. In this paper we empirically evaluate the relative importance of information privacy objectives, based on individual values, in ensuring privacy of individual identity. The aim is to provide practical implications for marketers on how to protect consumers privacy while succeeding in the Internet commerce environment. The comprehension of the influence on these factors, is crucial for easing the implementation of new privacy protection practices and enhance customer experience.
Descrição
Dissertation presented as the partial requirement for obtaining a Master's degree in Information Management, specialization in Marketing Intelligence
Palavras-chave
Privacy Individual Privacy Security Internet Commerce Data Protection Information Privacy