The Use of Users' Personal Data to Improve Online Retail Services: An Analysis from a Systematic Literature Review


Context: The rise of online retail systems is increasingly evident, bringing users the convenience of shopping anywhere and at better prices than physical stores. Problem: As part of the online shopping process, several user data are frequently collected at registration or while browsing and making purchases. However, it is not always clear to the online consumer how this data is used and what benefits this sharing brings. Solution: This study aims to understand what personal data is being collected from online consumers, how it is being used, and the positive and negative impacts on the services provided to the user from the sharing of personal data. IS Theory: This work was conceived under the aegis of Argumentation Theory, presenting data (facts and opinions) from primary studies on the subject, evidence that proves the legitimacy of these data, and conclusions in the form of assertions or statements. Method: The research has a descriptive character and qualitative analysis, applying the systematic literature review method. Summary Results: From 52 studies, the results showed a great diversity of personal and browsing data collected, mainly during the purchase process, and used to define behavior patterns and offer personalized services. As a negative impact, there is a concern with data privacy and a lack of awareness of how online seller uses personal data. IS Contributions and Impact: As a main contribution, we highlight an enlightening discussion of how consumer data is used to improve online retail services, identifying quality studies on the topic, and supporting IS researchers.
Palavras-chave: Online Retail, Personal Data, Impact, Systematic Literature Review


Emiliano Acquila-Natale and Santiago Iglesias-Pradas. 2020. How to measure quality in multi-channel retailing and not die trying. Journal of Business Research 109 (2020), 38–48.

Rana Alaa, Mariam Gawich, and Manuel Fernández-Veiga. 2020. Personalized recommendation for online retail applications based on ontology evolution. In Proceedings of the 2020 6th International Conference on Computer and Technology Applications. 12–16.

Michelle Andrews, Jody Goehring, Sam Hui, Joseph Pancras, and Lance Thornswood. 2016. Mobile promotions: A framework and research priorities. Journal of Interactive Marketing 34, 1 (2016), 15–24.

Costin Badica and Georgian Vladutu. 2018. Application of meaningful text analytics to online product reviews. In 2018 20th International Symposium on Symbolic and Numeric Algorithms for Scientific Computing (SYNASC). IEEE, 327–334.

Ruwan Bandara, Mario Fernando, and Shahriar Akter. 2020. Privacy concerns in E-commerce: A taxonomy and a future research agenda. Electronic Markets 30, 3 (2020), 629–647.

Anam Bhatti, Hamza Akram, Hafiz Muhammad Basit, Ahmed Usman Khan, Syeda Mahwish Raza, Muhammad Bilal Naqvi, et al. 2020. E-commerce trends during COVID-19 Pandemic. International Journal of Future Generation Communication and Networking 13, 2 (2020), 1449–1452.

Ricardo Buettner. 2020. The impact of trust in consumer protection on internet shopping behavior: An empirical study using a large official dataset from the European Union. In 2020 IEEE Sixth International Conference on Big Data Computing Service and Applications (BigDataService). IEEE, 66–69.

Cadelina Cassandra, Rudy, and Desi Maya Kristin. 2017. Website quality impact on customers’ purchase intention through social commerce website. In 2017 International Conference on Information Management and Technology (ICIMTech). 249–253.

Rajarshi Chakraborty, Jaeung Lee, Sharmistha Bagchi-Sen, Shambhu Upadhyaya, and H Raghav Rao. 2016. Online shopping intention in the context of data breach in online retail stores: An examination of older and younger adults. Decision Support Systems 83 (2016), 47–56.

Nickia Chambers-Sauls, Mahesh S Raisinghani, Efosa Carroll Idemudia, Jorge Medina, and Timothy Zhang. 2022. Online Retail Systems in the Global COVID-19 Pandemic. International Journal of Risk and Contingency Management (IJRCM) 11, 1 (2022), 1–16.

Yuanyi Chen, Zengwei Zheng, Sinong Chen, Lin Sun, and Dan Chen. 2017. Mining customer preference in physical stores from interaction behavior. IEEE Access 5 (2017), 17436–17449.

Candy Lim Chiu, Han-Chiang Ho, Tiancheng Yu, Yijun Liu, and Yuwen Mo. 2021. Exploring information technology success of Augmented Reality Retail Applications in retail food chain. Journal of Retailing and Consumer Services 61 (2021), 102561.

Andy Crabtree, Tom Lodge, James Colley, Chris Greenhalgh, Richard Mortier, and Hamed Haddadi. 2016. Enabling the new economic actor: data protection, the digital economy, and the Databox. Personal and Ubiquitous Computing 20, 6 (2016), 947–957.

Hansi De Silva, Poorna Jayasinghe, Ashen Perera, Sithira Pramudith, and Dharshana Kasthurirathna. 2017. Social media based personalized advertisement engine. In 2017 11th International Conference on Software, Knowledge, Information Management and Applications (SKIMA). IEEE, 1–6.

Martin Degeling and Jan Nierhoff. 2018. Tracking and Tricking a Profiler: Automated Measuring and Influencing of Bluekai's Interest Profiling. In Proceedings of the 2018 Workshop on Privacy in the Electronic Society. 1–13.

Onur Dogan and Basar Öztaysi. 2018. In-store behavioral analytics technology selection using fuzzy decision making. Journal of Enterprise Information Management (2018).

Konstantinos Fouskas, Olga Pachni-Tsitiridou, and Chrysa Chatziharistou. 2020. A systematic literature review on E-commerce success factors. Strategic Innovative Marketing and Tourism (2020), 687–694.

Antonino Freno. 2017. Practical lessons from developing a large-scale recommender system at Zalando. In Proceedings of the Eleventh ACM Conference on Recommender Systems. 251–259.

Riccardo Guidotti, Giulio Rossetti, Luca Pappalardo, Fosca Giannotti, and Dino Pedreschi. 2018. Personalized market basket prediction with temporal annotated recurring sequences. IEEE Transactions on Knowledge and Data Engineering 31, 11 (2018), 2151–2163.

Yinling Guo, Xianguo Zhang, Mingyang Zhou, Yongxin Zhai, and Runa Dao. 2016. Analysis of the usefulness of online reviews based on different moderating effects. In 2016 9th International Symposium on Computational Intelligence and Design (ISCID), Vol. 2. IEEE, 235–239.

Raphael Haganta. 2020. Legal Protection of Personal Data as Privacy Rights of E-Commerce Consumers Amid the Covid-19 Pandemic. Lex Scientia Law Review 4, 2 (2020), 77–90.

Joanne Hinds, Emma J Williams, and Adam N Joinson. 2020. “It wouldn't happen to me”: Privacy concerns and perspectives following the Cambridge Analytica scandal. International Journal of Human-Computer Studies 143 (2020), 102498.

J Jeffrey Inman and Hristina Nikolova. 2017. Shopper-facing retail technology: A retailer adoption decision framework incorporating shopper attitudes and privacy concerns. Journal of retailing 93, 1 (2017), 7–28.

Tun-Min Catherine Jai and Nancy J King. 2016. Privacy versus reward: Do loyalty programs increase consumers’ willingness to share personal information with third-party advertisers and data brokers?Journal of Retailing and Consumer Services 28 (2016), 296–303.

Nik Zulkarnaen Khidzir, Wan Safra Diyana, Wan Abdul Ghani, Tan Tse Guan, and Mohammad Ismail. 2017. Task-technology fit for textile cyberpreneur's intention to adopt cloud-based M-retail application. In 2017 4th International Conference on Electrical Engineering, Computer Science and Informatics (EECSI). IEEE, 1–6.

Barbara Kitchenham and Stuart Charters. 2007. Guidelines for performing systematic literature reviews in software engineering. (2007).

Pascal Kowalczuk, Carolin Siepmann, and Jost Adler. 2021. Cognitive, affective, and behavioral consumer responses to augmented reality in e-commerce: A comparative study. Journal of Business Research 124 (2021), 357–373.

Manfred Krafft, V Kumar, Colleen Harmeling, Siddharth Singh, Ting Zhu, Jialie Chen, Tom Duncan, Whitney Fortin, and Erin Rosa. 2021. Insight is power: Understanding the terms of the consumer-firm data exchange. Journal of Retailing 97, 1 (2021), 133–149.

Zirao Li, Yu Qian, and Hua Yuan. 2019. Users’ Opinions in Online Financial Community and Its Impact on the Market. In 2019 16th International Conference on Service Systems and Service Management (ICSSSM). IEEE, 1–6.

Yi-Wen Liao, Chiung-Wei Huang, and Zhi-Yuan Su. 2019. Exploring the Effects of Third-party Logins on Consumer's Online Shopping Behavior. In 2019 International Conference on Intelligent Computing and its Emerging Applications (ICEA). IEEE, 11–15.

Ziqi Liao and Xinping Shi. 2017. Web functionality, web content, information security, and online tourism service continuance. Journal of Retailing and Consumer Services 39 (2017), 258–263.

Debra Greenhalgh Lubas. 2016. System and software cost correlation to reliability. In 2016 Annual Reliability and Maintainability Symposium (RAMS). IEEE, 1–6.

Luyi Ma, Jason HD Cho, Sushant Kumar, and Kannan Achan. 2019. Seasonality-Adjusted Conceptual-Relevancy-Aware Recommender System in Online Groceries. In 2019 IEEE International Conference on Big Data (Big Data). IEEE, 4435–4443.

Xiao Ma, Lina Mezghani, Kimberly Wilber, Hui Hong, Robinson Piramuthu, Mor Naaman, and Serge Belongie. 2019. Understanding image quality and trust in peer-to-peer marketplaces. In 2019 IEEE Winter Conference on Applications of Computer Vision (WACV). IEEE, 511–520.

Adaviah Mas'od, Ummi Nadzirah Idris, Zuraidah Sulaiman, and Thoo Ai Chin. 2019. The Influence of Facebook Features and Activities on Consumers’ Purchase Intention. In 2019 6th International Conference on Research and Innovation in Information Systems (ICRIIS). IEEE, 1–6.

Daria Plotkina and Hélène Saurel. 2019. Me or just like me? The role of virtual try-on and physical appearance in apparel M-retailing. Journal of Retailing and Consumer Services 51 (2019), 362–377.

Sara Quach, Mojtaba Barari, Dann Vit Moudrỳ, and Ken Quach. 2020. Service integration in omnichannel retailing and its impact on customer experience. Journal of Retailing and Consumer Services (2020), 102267.

Anooksha Yogesh Rathod, Shubham Pandya, and Nishant Doshi. 2020. IoT and modern marketing: Its social implications. In 2020 22nd International Conference on Advanced Communication Technology (ICACT). IEEE, 407–413.

Markus Riek, Rainer Bohme, and Tyler Moore. 2015. Measuring the influence of perceived cybercrime risk on online service avoidance. IEEE Transactions on Dependable and Secure Computing 13, 2 (2015), 261–273.

Eric Michael Smith, Alfredo Nantes, Andrew Hogue, and Ilia Papas. 2017. Forecasting customer behaviour in constrained E-commerce platforms. (2017).

Larissa Spinelli and Mark Crovella. 2018. Unravelling the dynamics of online ratings. In 2018 IEEE 20th International Conference on High Performance Computing and Communications; IEEE 16th International Conference on Smart City; IEEE 4th International Conference on Data Science and Systems (HPCC/SmartCity/DSS). IEEE, 1139–1146.

Lambertus J Steyn and Tendani Mawela. 2016. A trust-based e-commerce decision-making model for South African Citizens. In Proceedings of the Annual Conference of the South African Institute of Computer Scientists and Information Technologists. 1–9.

Tianshu Sun, Zhe Yuan, Chunxiao Li, Kaifu Zhang, and Jun Xu. 2021. The value of personal data in internet commerce: A high-stake field experiment on data regulation policy. Available at SSRN 3962157 (2021).

Amy JC Trappey, Charles Trappey, WC Wang, and HI Hsieh. 2018. Patent analysis of key technologies for smart retailing and their projected economic impact. In 2018 IEEE 22nd International Conference on Computer Supported Cooperative Work in Design ((CSCWD)). IEEE, 582–587.

Nikola Vlahović and Zvonimir Baće. 2019. Dedicated Wireless Personal Area Network Specification for Retail Shop Management. In 2019 42nd International Convention on Information and Communication Technology, Electronics and Microelectronics (MIPRO). IEEE, 1337–1342.

Shu-Ching Wang, Yao-Te Tsai, and Yi-Syuan Ciou. 2020. A hybrid big data analytical approach for analyzing customer patterns through an integrated supply chain network. Journal of Industrial Information Integration 20 (2020), 100177.

Jun Wu, Li Shi, Liping Yang, Xiaxia Niu, Yuanyuan Li, Xiaodong Cui, Sang-Bing Tsai, and Yunbo Zhang. 2021. User Value Identification Based on Improved RFM Model and-Means++ Algorithm for Complex Data Analysis. Wireless Communications and Mobile Computing 2021 (2021).

Pang Xiu-Li and Jiang Wei. 2017. Research on influential factors of E-commerce recommendation user behavior intention. In 2017 13th International Conference on Natural Computation, Fuzzy Systems and Knowledge Discovery (ICNC-FSKD). IEEE, 2485–2490.

Qu Yan and Hu Haiqing. 2017. Exploring the influencing factors on service recovery satisfaction of group-buying websites. In 2017 International Conference on Service Systems and Service Management. IEEE, 1–5.

Zhang Ying, Chen Caixia, Gu Wen, and Liu Xiaogang. 2018. Impact of recommender systems on unplanned purchase behaviours in e-commerce. In 2018 5th International Conference on Industrial Engineering and Applications (ICIEA). IEEE, 21–30.

Tai-Kuei Yu and Guey-Sen Wu. 2007. Determinants of internet shopping behavior: An application of reasoned behaviour theory. International Journal of Management 24, 4 (2007), 744.

Marzieh Zendehdel, Laily Hj Paim, and Narges Delafrooz. 2016. The moderating effect of culture on the construct factor of perceived risk towards online shopping behaviour. Cogent Business & Management 3, 1 (2016), 1223390.

Yihong Zhang, Masumi Shirakawa, and Takahiro Hara. 2020. A probabilistic model for predicting e-commerce purchases from emerging local and social interests. In 2020 IEEE/WIC/ACM International Joint Conference on Web Intelligence and Intelligent Agent Technology (WI-IAT). IEEE, 345–350.

Bo Zhao, Hong Huang, Jar-Der Luo, Xinggang Wang, Xiaoming Yao, Ramin Yahyapour, Zhenxuan Wang, and Xiaoming Fu. 2018. A preliminary study of E-commerce user behavior based on mobile big data-invited paper. In 2018 IEEE 87th Vehicular Technology Conference (VTC Spring). IEEE, 1–5.

Bo Zhao, Atsuhiro Takasu, Ramin Yahyapour, and Xiaoming Fu. 2019. Loyal consumers or one-time deal hunters: Repeat buyer prediction for e-commerce. In 2019 International Conference on Data Mining Workshops (ICDMW). IEEE, 1080–1087.

Jinfeng Zhou, Jinliang Wei, and Bugao Xu. 2021. Customer segmentation by web content mining. Journal of Retailing and Consumer Services 61 (2021), 102588.

Xiaokang Zhou, Wei Liang, I Kevin, Kai Wang, and Shohei Shimizu. 2019. Multi-modality behavioral influence analysis for personalized recommendations in health social media environment. IEEE Transactions on Computational Social Systems 6, 5 (2019), 888–897.

Han Zhu, Junqi Jin, Chang Tan, Fei Pan, Yifan Zeng, Han Li, and Kun Gai. 2017. Optimized cost per click in taobao display advertising. In Proceedings of the 23rd ACM SIGKDD International Conference on Knowledge Discovery and Data Mining. 2191–2200.
Como Citar

Selecione um Formato
LIRA, Danilo; MAC'HAMILTON, Gabriel; STADTLER, Gabriel; ALMEIDA, Myllena; SANTOS, Simone C. dos; VILELA, Jéssyka. The Use of Users' Personal Data to Improve Online Retail Services: An Analysis from a Systematic Literature Review. In: SIMPÓSIO BRASILEIRO DE SISTEMAS DE INFORMAÇÃO (SBSI), 19. , 2023, Maceió/AL. Anais [...]. Porto Alegre: Sociedade Brasileira de Computação, 2023 .