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O crescimento das redes sociais, a proliferação do comércio eletrónico e a constante invasão de dispositivos móveis fez com que a quantidade de dados aumentasse drasticamente. Big Data refere-se a grandes conjuntos de dados caracterizados por grandes volumes e grande variedade, que têm origem em várias fontes, sendo gerados a alta velocidade. Este fenómeno fez com que o mundo dos negócios se alterasse e estimulou as empresas de comércio eletrónico a utilizarem este tipo de dados, analisando, por exemplo, os dados dos perfis dos seus consumidores e o respetivo perfil de navegação para definir, em tempo real, produtos a serem oferecidos aos seus clientes. O objetivo principal desta dissertação foi o de analisar em que medida os Big Data estão presentes e são utilizados no contexto de comércio eletrónico, quer do ponto de vista dos utilizadores, quer do ponto de vista das organizações. Pretende-se também esclarecer algumas questões éticas e legais no contexto dos Big Data. Esta dissertação caracteriza-se como um Estudo de Caso com tipologia múltipla do tipo descritivo e baseou-se em duas grandes fontes de recolha de dados. A primeira foi um questionário online que teve como objetivo avaliar o nível de consciencialização do utilizador em relação à partilha e recolha dos seus dados em ambiente de comércio eletrónico. Partiu-se de uma amostra não-probabilística de tipo bola de neve. As respostas válidas dessa amostra (160) foram analisadas numa abordagem quantitativo-qualitativa. A segunda foi a ferramenta de pesquisa da Cookiepedia, a qual permitiu uma análise dos cookies de um conjunto de sites de comércio eletrónico, obtidos através de uma amostra de conveniência. Foram analisados a Política de Privacidade de cada site, os tipos e objetivos dos cookies presentes nesses sites, rematando com uma breve lista discriminada dos mesmos. Com este estudo foi possível concluir que os utilizadores online, apesar de não concordarem com as condições dadas pelos sites de comércio eletrónico para a sua utilização, que os continuam a utilizar e que os utilizadores online não têm conhecimento de alguns dados considerados como pessoais. Este estudo conclui também que a maioria dos cookies utilizados em sites de comércio eletrónico se destinam a publicidade online, que é a utilização mais comum dos chamados Third Party Cookies.
The growth of social media, the proliferation of e-commerce and the constant expansion of mobile devices worldwide has led to an exponential increase of Big Data. Big Data refers to huge data sets characterized by large volumes and large variety, as they originate from various data sources, and are generated at high speed. This phenomenon has changed the business world and forced e-commerce companies to use their consumer's profile data and navigation profile to define, in real time, products to be offered to their customers. The main objective of this dissertation is to analyse the extent to which Big Data is present and used in the context of electronic commerce, both from user's and organisation's point of view, whilst also clarifying some ethical and legal issues. This dissertation is characterized as a descriptive case study and is based on two major sources of data collection. Firstly, with an online questionnaire that seeks to assess the user's level of awareness of sharing and collecting their data in an e-commerce environment, which has generated a non-probabilistic sample. The valid responses of this sample (160) were analysed in a quantitative-qualitative approach using descriptive statistics. The second source is Cookiepedia's research tool, for a sample of convenience, where the Privacy Policy of each, the types and objectives of cookies present in those websites is analysed, ending with a brief list of them. With this study it was possible to conclude that online users, although they do not agree with the conditions given by e-commerce sites for their use, continue to use them and that online users are not aware of some data considered personal. This study also concludes that the majority of cookies used on e-commerce sites are for online advertising, which is the most common use of so-called Third Party Cookies.
The growth of social media, the proliferation of e-commerce and the constant expansion of mobile devices worldwide has led to an exponential increase of Big Data. Big Data refers to huge data sets characterized by large volumes and large variety, as they originate from various data sources, and are generated at high speed. This phenomenon has changed the business world and forced e-commerce companies to use their consumer's profile data and navigation profile to define, in real time, products to be offered to their customers. The main objective of this dissertation is to analyse the extent to which Big Data is present and used in the context of electronic commerce, both from user's and organisation's point of view, whilst also clarifying some ethical and legal issues. This dissertation is characterized as a descriptive case study and is based on two major sources of data collection. Firstly, with an online questionnaire that seeks to assess the user's level of awareness of sharing and collecting their data in an e-commerce environment, which has generated a non-probabilistic sample. The valid responses of this sample (160) were analysed in a quantitative-qualitative approach using descriptive statistics. The second source is Cookiepedia's research tool, for a sample of convenience, where the Privacy Policy of each, the types and objectives of cookies present in those websites is analysed, ending with a brief list of them. With this study it was possible to conclude that online users, although they do not agree with the conditions given by e-commerce sites for their use, continue to use them and that online users are not aware of some data considered personal. This study also concludes that the majority of cookies used on e-commerce sites are for online advertising, which is the most common use of so-called Third Party Cookies.
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Keywords
RGPD Cookies Estudo de caso Questionário Cookipedia GDPR Case study Survey