ArticleAuthors: Jiyoung Cha (2011)
Obtaining consumer data has become an essential practice of Web proprietors.
This is because, compared with ‘brick and mortar’ retail stores, it is much more difficult for Web proprietors to build one-on-one or face-to-face relationships with customers. The collection of personal information online boosts customized services for consumers, but at the same time it increases concerns about privacy infringement. Using a content analysis of the most visited Web sites in Korea and the United States, this study compares the amount and breadth of information requested by Web proprietors and examines the relationship between the information requests and privacy policies of Web sites. This st... 
