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Essay on The Role of Trust in Internet Privacy

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The Role of Trust in Internet Privacy

One of the most important advances in the rapidly developing world of electronic commerce is the ability of companies to develop personalized relationships with their customers. Personalization empowers companies to better understand their customers' wants and desires and improve customer service by tailoring offerings to the unique needs of individuals . At the same time, this has become a subject of hot controversy because the technology involves the extensive collection and use of personal data.
Many, if not most, online shoppers and surfers are not aware of the extent of how much and what kind of info can be gathered about a person, even someone who is just visiting and not shopping or signing up for anything. Through the use of the "cookie" technology, a person’s movement through the Web can be tracked to provide information. Using cookies a website assigns each individual a unique identifier (but not the actual identity), so that the he may be recognized in subsequent visits to the site. On each return visit, the site can call up user-specific information, which could include the consumer's preferences or interests, as indicated by documents the consumer accessed in prior visits or items the consumer clicked on while in the site. Websites can also collect information about consumers through hidden electronic navigational software that captures information about site visits, including web pages visited and information downloaded, the types of browser used, and the referring websites' Internet addresses. The result is that a website about gardening that Jane Doe that could sell not only her name to mail-order companies, but also the fact that she spent a lot of time one Saturday nig...


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...http://www.personalization.com/soapbox/ [2000, April 24].

Perez, R.K. (June 1998). Sharing of Passwords Angers AdAge Subscribers [7 paragraphs]. Internet World. [On-line]. Available: http://www.iw.com/extra/password.html [2000, April 24].

University of Wisconsin-Madison Writing Center (September 1998). APA Style: Citing Electronic Resources. Writer's Handbook. [On-line]. Available: http://www.wisc.edu/writing/handbook/elecapa.html [2000, March 27].

Unknown author (June 1998). A Little Privacy, Please [9 paragraphs].
PC Magazine Online. [On-line].
Available: http://www.zdnet.com/pcmag/news/trends/t980610b.html [2000, March 27].

Westin, A.F. (November 1999). Personalized Marketing and Privacy on the Net: What Consumers Want. Privacy & American Business Consumer Privacy Survey [On-line].
Available: http://www.pandab.org/pabsurve.htm [2000, March 30].


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