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 Smart Data Transformation – Surfing the Big Wave
02.12.2016 | Fraunhofer-Institut für Angewandte Informationstechnik FIT

nachricht Climate change could outpace EPA Lake Champlain protections
18.11.2016 | University of Vermont

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: Significantly more productivity in USP lasers

In recent years, lasers with ultrashort pulses (USP) down to the femtosecond range have become established on an industrial scale. They could advance some applications with the much-lauded “cold ablation” – if that meant they would then achieve more throughput. A new generation of process engineering that will address this issue in particular will be discussed at the “4th UKP Workshop – Ultrafast Laser Technology” in April 2017.

Even back in the 1990s, scientists were comparing materials processing with nanosecond, picosecond and femtosesecond pulses. The result was surprising:...

Im Focus: Shape matters when light meets atom

Mapping the interaction of a single atom with a single photon may inform design of quantum devices

Have you ever wondered how you see the world? Vision is about photons of light, which are packets of energy, interacting with the atoms or molecules in what...

Im Focus: Novel silicon etching technique crafts 3-D gradient refractive index micro-optics

A multi-institutional research collaboration has created a novel approach for fabricating three-dimensional micro-optics through the shape-defined formation of porous silicon (PSi), with broad impacts in integrated optoelectronics, imaging, and photovoltaics.

Working with colleagues at Stanford and The Dow Chemical Company, researchers at the University of Illinois at Urbana-Champaign fabricated 3-D birefringent...

Im Focus: Quantum Particles Form Droplets

In experiments with magnetic atoms conducted at extremely low temperatures, scientists have demonstrated a unique phase of matter: The atoms form a new type of quantum liquid or quantum droplet state. These so called quantum droplets may preserve their form in absence of external confinement because of quantum effects. The joint team of experimental physicists from Innsbruck and theoretical physicists from Hannover report on their findings in the journal Physical Review X.

“Our Quantum droplets are in the gas phase but they still drop like a rock,” explains experimental physicist Francesca Ferlaino when talking about the...

Im Focus: MADMAX: Max Planck Institute for Physics takes up axion research

The Max Planck Institute for Physics (MPP) is opening up a new research field. A workshop from November 21 - 22, 2016 will mark the start of activities for an innovative axion experiment. Axions are still only purely hypothetical particles. Their detection could solve two fundamental problems in particle physics: What dark matter consists of and why it has not yet been possible to directly observe a CP violation for the strong interaction.

The “MADMAX” project is the MPP’s commitment to axion research. Axions are so far only a theoretical prediction and are difficult to detect: on the one hand,...

All Focus news of the innovation-report >>>

Anzeige

Anzeige

Event News

ICTM Conference 2017: Production technology for turbomachine manufacturing of the future

16.11.2016 | Event News

Innovation Day Laser Technology – Laser Additive Manufacturing

01.11.2016 | Event News

#IC2S2: When Social Science meets Computer Science - GESIS will host the IC2S2 conference 2017

14.10.2016 | Event News

 
Latest News

Predicting unpredictability: Information theory offers new way to read ice cores

07.12.2016 | Earth Sciences

Sea ice hit record lows in November

07.12.2016 | Earth Sciences

New material could lead to erasable and rewriteable optical chips

07.12.2016 | Materials Sciences

VideoLinks
B2B-VideoLinks
More VideoLinks >>>