Abstract—Online-purchase changed the life of customers. E-business enterprises offer various personalized products to their clients through collecting private information. Customers enjoy the convenience that the personalized products bring to while suffering the risk that their privacy may be second used by firms. The conflict between consumers’ privacy concern and personalization offered by firm causes many problems deserved to be studied. Many researchers study about different kinds of privacy protection. This paper analyzes the literatures and summarizes the methods of privacy protection, which are classified into two categories. The review found that, however, all these methods do not consider about consumers’ profit and cannot be understood and accepted by consumers. It is raised that further study about privacy should base on consumers’ behaviors and profit of firms.

Index Terms—privacy protection, privacy concern, consumers’ behaviors

Cite: Li Chen and Hong-wei Liu, "A Review of Privacy Protection in E-commerce," Journal of Advanced Management Science, Vol. 3, No. 1, pp. 50-53, March 2015. doi: 10.12720/joams.3.1.50-53