Data Mining: Perception of Customers towards Privacy Invasion
Keywords:
Data mining, retail, customer privacy, Personal Data, micro data, informationAbstract
Abstract - Nowadays ample amount of data including personal data is being collected by government and private sector. This data in turn helps in running countries and their economy effectively and efficiently. In order to achieve this, private as well as government institutions collect clients or consumers data. To be more specific, in retail sector, we can say, the more data they gather, the better will be the results. But, the more personal data which is collected and analyzed, the more individuals are at risk of crimes. One must be aware of privacy invasions and its rules. As coin has two sides, same goes with data mining; it too has positive and negative aspects. Nowadays, technology is advancing and so more of the awareness is required from the customers’ side. In this paper I look at the perception of customers towards privacy invasion with reference to data mining and how Customer tracking technology work in offline Retail Stores.
References
[1] V. Ciriani, S. De Capitani di Vimercati, S. Foresti, P. Samarati, "Microdata protection", Secure Data Management in Decentralized Systems, pp. 291-321, 2007.
[2] Culnan, Mary J. and Pamela K. Armstrong. 1999. "Information Privacy Concerns, Procedural Fairness, and Impersonal Trust: An Empirical Investigation." Organization Science 10 (1): 104-115.
[3] Eastlick, Mary Ann, Sherry L. Lotz, and Patricia Warrington. 2006. "Understanding Online B-to-C Relationships: An Integrated Model of Privacy Concerns, Trust, and Commitment." Journal of Business Research 59 (8): 877-886.
[4] Foxman, Ellen R. and Paula Kilcoyne. (1993). "Information Technology, Marketing Practice, and Consumer Privacy: Ethical Issues." Journal of Public Policy & Marketing 12 (1): 106-119.
[5] Goodwin, Cathy. (1991). "Privacy: Recognition of a Consumer Right." Journal of Public Policy & Marketing 10 (1): 149-166.
[6] Milne, George R. and Andrew J. Rohm. 2000. "Consumer Privacy and Name Removal Across Direct Marketing Channels: Exploring Opt-In and Opt-Out Alternatives." Journal of Public Policy & Marketing 19 (2): 238- 249.
[7] Nowak, Glen J. and Joseph Phelps. (1997). "Direct Marketing and the Use of Individual-Level Consumer Information: Determining How and When `Privacy` Matters." Journal of Direct Marketing 11 (4): 94-108.
[8] Phelps, Joseph E., Giles D`Souza, and Glen J. Nowak. 2001. "Antecedents and consequences of consumer privacy concerns: An empirical investigation." Journal of Interactive Marketing 15 (4): 2-17.
[9] Sheehan, Kim Bartel and Mariea Grubbs Hoy. (2000). "Dimensions of Privacy Concern Among Online Consumers." Journal of Public Policy & Marketing 19 (1): 62-73.
[10] WANG,P. (2010) Survey on Privacy Preserving Data Mining, International Journal of Digital Content Technology and its Applications Volume 4, Number 9, December
[11] Zwick, Detlev and Nikhilesh Dholakia. 2004. "Whose Identity Is It Anyway? Consumer Representation in the Age of Database Marketing." Journal of Macromarketing 24 (1): 31-43.
Downloads
Published
How to Cite
Issue
Section
License
This work is licensed under a Creative Commons Attribution 4.0 International License.
Authors contributing to this journal agree to publish their articles under the Creative Commons Attribution 4.0 International License, allowing third parties to share their work (copy, distribute, transmit) and to adapt it, under the condition that the authors are given credit and that in the event of reuse or distribution, the terms of this license are made clear.
