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Política de Cookies: O impacto das notificações cookies e das escolhas nas práticas de privacidade da informação, no comportamento de navegação dos consumidores num website e na intenção de compra
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Atualmente, a privacidade online dos dados pessoais é uma questão cada vez mais relevante. Muitas vezes os dados são recolhidos através de cookies, implementadas nos diferentes websites com diferentes objetivos e finalidades. O Regulamento Geral da Proteção de Dados (RGPD) surge então de modo a proteger a informação recolhida através dos cookies, e para que a forma como a recolha é feita seja transparente para os consumidores. Os websites implementam as notificações de cookies para pedir o consentimento dos consumidores sobre a utilização e recolha dos seus dados.
O presente estudo tem como principal objetivo analisar o impacto das notificações de cookies e das escolhas nas práticas de privacidade da informação, no comportamento de navegação dos consumidores num website e a sua intenção de compra. Para a análise foi elaborado um questionário online, sob forma de testes A/B, onde foram apresentadas 4 versões de notificações de cookies e onde foram manipulados 2 elementos, o número de opções de consentimento fornecidas e o formato da informação (visual ou texto). Com base numa amostra de 404 participantes, os resultados do estudo mostram que, embora exista um bom conhecimento sobre o conceito de cookies e os seus propósitos, os cookies não são entendidos como algo que oferece algum tipo de benefício aos participantes enquanto utilizadores de um website. Os participantes, quando confrontados com uma notificação de cookies, têm a tendência de escolher a opção “Aceitar Tudo”, no entanto, quando a notificação apresenta a opção “Aceitar Apenas os Necessários” essa passa a ser a primeira opção dos participantes. Estatisticamente, os resultados do estudo mostram que o nível de interesse no website aumenta quando as notificações de cookies têm um formato mais visual.
Nowadays, online privacy of personal data is an increasingly relevant issue. Data is often collected through cookies, implemented in different websites with different objectives and purposes. The General Data Protection Regulation (GDPR) was created to protect the information collected through cookies, and to make the way it is collected transparent to consumers. Cookie notifications are a way that websites implement to seek consent from consumers about the use and collection of their data. The main purpose of this study is to analyze the impact of cookie notifications and choices in information privacy practices on consumers' browsing behavior on a website and their real purchasing behavior. For the analysis, an online questionnaire was developed through A/B tests, where 4 versions of cookie notifications were presented and where 2 elements were manipulated, the number of consent options provided and the format of the information (visual or text). Based on a sample of 404 participants, the results of the study show that, while there is a good understanding of the cookies concept and their purpose, however, cookies are not perceived as something that offers some sort of benefit to participants as users of a website. Participants, when comforted with a cookie notification, tend to select the "Accept All" option, however, when the notification presents the "Accept Only Necessary" option, this becomes their first choice. Statistically, the results of the study show that the level of interest in the website increases when cookies notifications are more visually.
Nowadays, online privacy of personal data is an increasingly relevant issue. Data is often collected through cookies, implemented in different websites with different objectives and purposes. The General Data Protection Regulation (GDPR) was created to protect the information collected through cookies, and to make the way it is collected transparent to consumers. Cookie notifications are a way that websites implement to seek consent from consumers about the use and collection of their data. The main purpose of this study is to analyze the impact of cookie notifications and choices in information privacy practices on consumers' browsing behavior on a website and their real purchasing behavior. For the analysis, an online questionnaire was developed through A/B tests, where 4 versions of cookie notifications were presented and where 2 elements were manipulated, the number of consent options provided and the format of the information (visual or text). Based on a sample of 404 participants, the results of the study show that, while there is a good understanding of the cookies concept and their purpose, however, cookies are not perceived as something that offers some sort of benefit to participants as users of a website. Participants, when comforted with a cookie notification, tend to select the "Accept All" option, however, when the notification presents the "Accept Only Necessary" option, this becomes their first choice. Statistically, the results of the study show that the level of interest in the website increases when cookies notifications are more visually.
Descrição
Dissertation presented as the partial requirement for obtaining a Master's degree in Information Management, specialization in Marketing Intelligence
Palavras-chave
Cookies Notificações de Cookies Comportamento do Consumidor Privacidade online RGPD Cookie Notifications Consumer Behavior Online Privacy GDPR