An environment for protecting the privacy ofe-shoppers

[摘要] Privacy, an everyday topic with weekly media coverage of loss of personal records, faces itsbigger risk during the uncontrolled, involuntary or inadvertent disclosure and collection ofpersonal and sensitive information. Preserving one's privacy while e-shopping, especiallywhen personalisation is involved, is a big challenge. Current initiatives only offer customersopt-out options. This research proposes a `privacy-preserved' shopping environment (PPSE)which empowers customers to disclose information safely by facilitating a personalised e-shopping experience that protects their privacy. Evaluation delivered positive results whichsuggest that such a product would indeed have a market in a world where customers areincreasingly concerned about their privacy.

[发布机构] University:University of Glasgow;Department:School of Computing Science

[关键词] Privacy, E-commerce, Personalisation, E-shopping