"To legislate or not to legislate": A comparative exploratory study of privacy/personalisation factors affecting French, UK and US Web sites

Calin Gurau, Ashok Ranchhod, Claire Gauzente

    Research output: Contribution to journalLiterature review

    25 Citations (Scopus)

    Abstract

    The trade off between customer privacy and Web site personalisation is currently moving to the forefront of academic and practical debate in marketing. The new Internet applications allow marketers to develop detailed customer databases where personal information is connected with buying patterns, providing a detailed behavioural profile. The collection and use of the data is regulated differently in the European Union and the USA. While Europe considers it important to implement formal legislation for the protection of customers' privacy rights, the US authorities consider privacy policy to be determined through voluntary regulation by industry. Considering these different approaches, the present study explores and compares the privacy/personalisation dimensions of French, British and US Web sites.

    Original languageEnglish
    Pages (from-to)652-664
    Number of pages13
    JournalJournal of Consumer Marketing
    Volume20
    Issue number7
    DOIs
    Publication statusPublished - 2003

    Keywords

    • Consumers
    • France
    • Internet
    • Privacy
    • United Kingdom
    • United States of America

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