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How does online tracking and data collection impact consumer behaviour and privacy perceptions in e-commerce? 

Information privacy
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Best insight from top research papers

Online tracking and data collection significantly influence consumer behavior and privacy perceptions in e-commerce. Consumers' trust in online platforms has increased over time due to the convenience and variety offered by e-commerce platforms . However, the rapid advancement of technology has raised privacy concerns among e-commerce users, leading to uncertainties regarding the protection of personal information . Studies have shown that consumers have diverse opinions on e-commerce security, with many expressing concerns about the guarantee of security while still adopting online shopping practices . Additionally, the integration of data-driven online advertising has led to increased privacy concerns, with consumers being wary of online behavioral advertising and its implications on their privacy . Overall, the balance between the benefits of e-commerce and the protection of consumer data remains a critical issue in shaping consumer behavior and privacy perceptions in the digital marketplace.

Answers from top 5 papers

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Papers (5)Insight
Open access•Journal Article•DOI
Privacy concerns and avoidance behaviour towards data-driven online behavioural advertising
Shradha Jain, H.C. Purohit 
20 Oct 2022-Business Analyst Journal
Not addressed in the paper.
Open access•Proceedings Article•DOI
Consumer’s Privacy Perception in Online Shopping Behavior using E-Commerce Platform
Ananda Dwitha Yuniar, Alan Sigit Fibrianto 
08 Feb 2021
3 Citations
Online tracking and data collection in e-commerce raise privacy concerns among consumers, influencing their behavior and perceptions due to potential misuse of personal information.
Open access•Journal Article•DOI
Data privacy issues with e-commerce
Dhruv Arora
01 Jan 2023-International journal of social science and economic research
Online tracking and data collection in e-commerce can influence consumer behavior and privacy perceptions negatively due to potential breaches, lack of transparency, and trust issues, as highlighted in the paper.
Journal Article•DOI
Privacy concerns in e‐commerce: A multilevel meta‐analysis
Haroon Iqbal Maseeh, Charles Jebarajakirthy, Robin Pentecost, Denni Arli, Scott Keith W Weaven, Md. Ashaduzzaman 
19 Apr 2021-Psychology & Marketing
40 Citations
Online tracking and data collection trigger privacy concerns, while factors like benefit perceptions, trust, and privacy policies can mitigate these concerns, influencing consumer behavior in e-commerce.
Open access•Journal Article•DOI
Consumer behavior towardse- commerce: online shopping
Glynn T. Tonsor
26 Apr 2022-Indian Scientific Journal Of Research In Engineering And Management
Online tracking and data collection in e-commerce can raise privacy concerns for consumers, influencing their behavior. Trust in online platforms is crucial for maintaining consumer confidence in online shopping.

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