Ethical Considerations in E-commerce Personalization: Balancing Customer Benefits with Privacy and Fairness

Swamy Sai Krishna Kireeti Athamakuri; Jagadeesh Thiruveedula; Prof. (Dr) Sangeet Vashishtha

doi:10.36676/urr.v12.i1.1470

Authors

Swamy Sai Krishna Kireeti Athamakuri Andhra University, Visakhapatnam Andhra Pradesh , India
Jagadeesh Thiruveedula Jawaharlal Nehru Technological University Kakinada , Andhra Pradesh 533003 India
Prof. (Dr) Sangeet Vashishtha Asso. Prof, Dept. of Computer Application IIMT University Meerut, India

DOI:

https://doi.org/10.36676/urr.v12.i1.1470

Keywords:

E-commerce personalization, customer benefits, data privacy, algorithm transparency, fairness, ethical considerations, customer autonomy, discriminatory practices, responsible personalization, trust in e-commerce, data ethics,

Abstract

E-commerce personalization has become a cornerstone of modern online retail, offering tailored experiences that enhance customer satisfaction and drive business growth. However, as businesses increasingly leverage customer data to personalize services, the ethical implications of such practices have become a pressing concern. This paper examines the ethical considerations in e-commerce personalization, focusing on the balance between delivering customer benefits and ensuring privacy and fairness. Key issues addressed include data privacy, the potential for discriminatory practices, the transparency of algorithms, and the risk of manipulative behavior. By analyzing current practices and frameworks, this study aims to provide a nuanced understanding of how businesses can adopt ethical personalization strategies that respect user autonomy, promote fairness, and foster trust. The paper concludes with recommendations for businesses to implement responsible personalization techniques that align with both customer expectations and regulatory standards, ensuring a sustainable e-commerce environment.

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