Data privacy protection

Data protection is to protect the rights of data ownership and balance the benefits between the protection of data ownership and the permission of data free-flow, while privacy protection is to protect fundamental human rights. In the age of the World Wide Web and globalisation, the open architecture of the Internet has generated an environment in which data collection has become much easier, J. Mann and J. K. Winn, Electronic Commerce. A clickstream happens when an individual visitor clicks on a link on a website. The click information including visitors IP addresses, visiting geographical location, type of browser software and other web activities will be captured by the server hosting the website. Companies providing online shopping platforms, such as eBay, Amazon and Alibaba, have a large amount of online shoppers personal information, including name, credit card details, delivery address, e-mail address and product preferences.