DATA PRIVACY IN BEHAVIOURAL TARGETING OF ECOMMERCE

Ecommerce companies are adopting online behavioural targeting as the strategy to market their products. However this strategy raises privacy issues where the users are followed online. To what extent the data is accessed is a matter of concern. The study focused on finding the perception of users on data privacy. The study collected responses through questionnaire from among 228 respondents. The chi-square test was applied for analysis. The study found that users required the report on the data intrusion.