在電子商務快速發展的環境下，使用者個人資訊安全已經成為需要重視的議
題之一。在消費者使用網路購物便利性的同時，會在不自覺中透露出一些敏感資
訊如姓名，聯絡方式以及配送地址等。隨著電子商務應用更廣泛的情況下，其暴
露的隱私問題也越來越明顯。目前，電子商務中消費者私人資訊被公開，個人資
訊未經授權就被採集利用等違法的行為屢禁不止。因此為維護消費者隱私權益，
整頓電子商務中不良的風氣已成必要之舉。
本論文以當下熱議的電子商務隱私保護問題為出發點，透過文獻及案例分析。
以電子商務環境中，消費者個人資訊如何從網絡購物過程中被獲取以及利用，並
透過案列分析了網路購物過程中消費者個人資訊潛藏著的安全隱患。分別以商家
和消費者這兩個角色的視角，詳細的分析安全隱患產生的原因與後果。最後也根
據文獻和案例提出透過消費者增強自身意識，商家的自律以及政府立法三方面的
措施來維護和加強電子商務中個人資訊的保護，也減少網路購物的後顧之憂，為
電子商務打造一個安心的網購環境。

In the rapid development of e-commerce environment, users’ personal information
security has become an issue. While consumer was enjoyed in the convenience
brought by online shopping, some sensitive information such as name, contact details
and delivery address might be accidentally leaked due to common data breaches
and various of security concern. With the broader use of e-commerce, the exposure
of privacy issues has become increasingly evident. Currently,the number of cases
that e-commerce consumer private information is disclosed, personal information is
collected without authorization and other illegal use of repeated acts is continued
to increase. Therefore, to safeguard consumer privacy rights, consolidation of ecommerce
in the contagion has become necessary.
In this thesis, we focus on the consumer data utilization and privacy protection
topic. Through the literature and case studies, review how do consumers personal
information is acquired from the network. We also detailed analysis of the causes
and security risks arising which will face by business and consumer during the online
shopping process. Finally, through the literature and case, we give the advise to
three of the parties: consumer, business and government that which suggestion
they can do for measures and strengthen the protection of personal information in
e-commerce.

Table of Contents i
List of Figures iii
List of Tables iv
1 Introduction 1
2 Background 3
2.1 E-commerce . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3
2.1.1 Business to business e-commerce (B2B) . . . . . . . . . . . . 4
2.1.2 Business to consumer e-commerce (B2C) . . . . . . . . . . . . 4
2.1.3 Consumer to business e-commerce(C2B) . . . . . . . . . . . . 5
2.1.4 Consumer to consumer e-commerce (C2C) . . . . . . . . . . . 6
2.1.5 Online to offline e-commerce (O2O) . . . . . . . . . . . . . . . 7
2.2 About data privacy . . . . . . . . . . . . . . . . . . . . . . . . . . . . 8
2.2.1 Data privacy type . . . . . . . . . . . . . . . . . . . . . . . . 8
2.2.2 The important of data privacy . . . . . . . . . . . . . . . . . 9
3 Privacy and Data Privacy in E-commerce 11
3.1 Different specialty of privacy definition . . . . . . . . . . . . . . . . . 11
3.1.1 Privacy definition from Legal . . . . . . . . . . . . . . . . . . 11
3.1.2 Privacy definition from Psychology . . . . . . . . . . . . . . . 12
3.1.3 Privacy definition from Sociology . . . . . . . . . . . . . . . . 12
3.1.4 Privacy definition from Ethics . . . . . . . . . . . . . . . . . . 12
3.1.5 Privacy definition from Economic . . . . . . . . . . . . . . . . 12
3.1.6 Privacy definition from Computer Sciences . . . . . . . . . . . 13
3.2 The implication of data privacy in E-commerce . . . . . . . . . . . . 13
3.3 The feature of private data in E-commerce . . . . . . . . . . . . . . . 14
i
3.3.1 The extensiveness of the private data . . . . . . . . . . . . . . 14
3.3.2 The recognizability of the private data . . . . . . . . . . . . . 14
3.3.3 The acquisition of the private data . . . . . . . . . . . . . . . 14
3.3.4 The shareable of the private data . . . . . . . . . . . . . . . . 15
3.4 Privacy collection in E-commerce . . . . . . . . . . . . . . . . . . . . 15
3.5 The specific technic modus of how e-commerce behavior infringe on
privacy . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 16
3.5.1 Data storing . . . . . . . . . . . . . . . . . . . . . . . . . . . 17
3.5.2 Data transmission . . . . . . . . . . . . . . . . . . . . . . . . 17
3.5.3 Data access permission . . . . . . . . . . . . . . . . . . . . . . 17
3.5.4 Data destruction . . . . . . . . . . . . . . . . . . . . . . . . . 18
3.6 The specific on human factor how e-commerce behavior infringe on
privacy . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 18
3.6.1 The privacy protection awareness of consumer is weak . . . . 18
3.6.2 Lack of a clarity regulator mechanism on logistic company . . 19
3.6.3 The imperfect of laws and regulations on e-commerce . . . . . 19
3.7 Effect of privacy data leakage . . . . . . . . . . . . . . . . . . . . . . 20
3.7.1 Organization . . . . . . . . . . . . . . . . . . . . . . . . . . . 20
3.7.2 Individual . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 21
4 Data Privacy Implantation Measures and Aegis in Ecommerce 23
4.1 Data Privacy Implantation Measure in E-commerce. . . . . . . . . . . 23
4.1.1 The collection of privacy data . . . . . . . . . . . . . . . . . . 23
4.1.2 The arrangement of privacy data . . . . . . . . . . . . . . . . 27
4.1.3 The processing of privacy data . . . . . . . . . . . . . . . . . 28
4.2 Data Privacy Aegis in E-commerce . . . . . . . . . . . . . . . . . . . 29
4.2.1 From the standpoint of consumer . . . . . . . . . . . . . . . . 29
4.2.2 From the standpoint of e-commerce . . . . . . . . . . . . . . . 32
4.2.3 From the standpoint of government . . . . . . . . . . . . . . . 37
4.3 Equilibrium relation between the use of privacy data and its protection 40
4.3.1 Rational use of consumer personal information . . . . . . . . 40
4.3.2 Balance between privacy data protection and utilization . . . 42
5 Conclusion and Future Work 43
5.0.1 Conclusion . . . . . . . . . . . . . . . . . . . . . . . . . . . . 43
5.0.2 Future work . . . . . . . . . . . . . . . . . . . . . . . . . . . . 44

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