Forum for Science, Industry and Business

Sponsored by:     3M 
Search our Site:

 

Clear privacy practices boost trust and online sales for Internet companies

31.08.2004


Internet companies can boost sales and build trust with online shoppers by providing clear and readily available privacy disclosures, according to a recent UC Irvine study.



“Surveys have demonstrated that online shoppers are concerned about their privacy, specifically about the confidentiality of the personal data they provide to Web retailers,” explained Alfred Kobsa, author of the study and professor of informatics in UCI’s Donald Bren School of Information and Computer Sciences. “To allay these concerns, many Web sites include a link to their online ‘privacy policies,’ which describe how the retailer treats the personal data of customers. Even comprehensive privacy notices that should reassure readers are, however, often written in a lengthy and legalistic manner, and in effect, hardly ever read by Internet shoppers.”

Pursuing an alternative approach, Kobsa, who is also a faculty associate of UCI’s Center for Research on Information Technology and Organizations and of the Institute for Software Research, partnered with faculty from Humboldt University in Berlin to design Web page templates grounded in human-computer interaction research. In these design templates, every entry field for customers’ personal data is accompanied by a clear and concise explanation of how the retailer will deal with the respective piece of data, and what benefits customers can expect from sharing their personal information.


The result was that shoppers using Kobsa’s system bought products 33 percent more often than the group of shoppers presented with standard privacy policy statements. They were also 20 percent more willing to share personal data with the Web site, and rated its privacy practices and the perceived benefit resulting from sharing their data significantly higher.

The study was presented at the May 2004 Workshop on Privacy Enhancing Technologies in Toronto, Canada, and will appear in a book by Springer Press.

“At a time when consumer privacy concerns are at an all-time high – as proof in the recent enactment California’s Online Privacy Protection Act of 2003 (A.B. 68) – these preliminary results should aid online companies in the creation of their new policies,” said David Redmiles, chair of, and associate professor in, the informatics department.

Kobsa’s theory is currently being further tested with a second study involving a Web site of ‘average’ reputation. “The data coming in seem to indicate that the conclusion from the first study holds even more true for Web sites that do not have an excellent brand recognition,” said Kobsa.

A new California law, effective July 1, requires that companies operating commercial Web sites post privacy policies that meet a specific set of standards, including the conspicuous posting of the policies, the disclosure of categories of information collected and the types of third parties with which the collected information may be shared.

More information:
Professor Kobsa’s Web site template samples are available online at: http://www.ics.uci.edu/~kobsa

Details on the California Online Privacy Protection Act are available online at: http://www.leginfo.ca.gov/cgi-bin/displaycode?section=bpc&group=22001-23000&file=22575-22579

Michelle Williams | EurekAlert!
Further information:
http://www.uci.edu

More articles from Studies and Analyses:

nachricht Do microplastics harbour additional risks by colonization with harmful bacteria?
05.04.2018 | Leibniz-Institut für Ostseeforschung Warnemünde

nachricht Rutgers-led innovation could spur faster, cheaper, nano-based manufacturing
14.02.2018 | Rutgers University

All articles from Studies and Analyses >>>

The most recent press releases about innovation >>>

Die letzten 5 Focus-News des innovations-reports im Überblick:

Im Focus: Spider silk key to new bone-fixing composite

University of Connecticut researchers have created a biodegradable composite made of silk fibers that can be used to repair broken load-bearing bones without the complications sometimes presented by other materials.

Repairing major load-bearing bones such as those in the leg can be a long and uncomfortable process.

Im Focus: Writing and deleting magnets with lasers

Study published in the journal ACS Applied Materials & Interfaces is the outcome of an international effort that included teams from Dresden and Berlin in Germany, and the US.

Scientists at the Helmholtz-Zentrum Dresden-Rossendorf (HZDR) together with colleagues from the Helmholtz-Zentrum Berlin (HZB) and the University of Virginia...

Im Focus: Gamma-ray flashes from plasma filaments

Novel highly efficient and brilliant gamma-ray source: Based on model calculations, physicists of the Max PIanck Institute for Nuclear Physics in Heidelberg propose a novel method for an efficient high-brilliance gamma-ray source. A giant collimated gamma-ray pulse is generated from the interaction of a dense ultra-relativistic electron beam with a thin solid conductor. Energetic gamma-rays are copiously produced as the electron beam splits into filaments while propagating across the conductor. The resulting gamma-ray energy and flux enable novel experiments in nuclear and fundamental physics.

The typical wavelength of light interacting with an object of the microcosm scales with the size of this object. For atoms, this ranges from visible light to...

Im Focus: Basel researchers succeed in cultivating cartilage from stem cells

Stable joint cartilage can be produced from adult stem cells originating from bone marrow. This is made possible by inducing specific molecular processes occurring during embryonic cartilage formation, as researchers from the University and University Hospital of Basel report in the scientific journal PNAS.

Certain mesenchymal stem/stromal cells from the bone marrow of adults are considered extremely promising for skeletal tissue regeneration. These adult stem...

Im Focus: Like a wedge in a hinge

Researchers lay groundwork to tailor drugs for new targets in cancer therapy

In the fight against cancer, scientists are developing new drugs to hit tumor cells at so far unused weak points. Such a “sore spot” is the protein complex...

All Focus news of the innovation-report >>>

Anzeige

Anzeige

VideoLinks
Industry & Economy
Event News

Invitation to the upcoming "Current Topics in Bioinformatics: Big Data in Genomics and Medicine"

13.04.2018 | Event News

Unique scope of UV LED technologies and applications presented in Berlin: ICULTA-2018

12.04.2018 | Event News

IWOLIA: A conference bringing together German Industrie 4.0 and French Industrie du Futur

09.04.2018 | Event News

 
Latest News

Tiny microenvironments in the ocean hold clues to global nitrogen cycle

23.04.2018 | Earth Sciences

Joining metals without welding

23.04.2018 | Trade Fair News

Researchers illuminate the path to a new era of microelectronics

23.04.2018 | Information Technology

VideoLinks
Science & Research
Overview of more VideoLinks >>>