Galvez-Cruz, Dora Carmen
An environment for protecting the privacy of
PhD thesis, University of Glasgow.
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Privacy, an everyday topic with weekly media coverage of loss of personal records, faces its
bigger risk during the uncontrolled, involuntary or inadvertent disclosure and collection of
personal and sensitive information. Preserving one's privacy while e-shopping, especially
when personalisation is involved, is a big challenge. Current initiatives only offer customers
opt-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 which
suggest that such a product would indeed have a market in a world where customers are
increasingly concerned about their privacy.
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