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Exploration of Data Utilization in E-commerce: An Academic Inquiry |
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| รหัสดีโอไอ | |
| Creator | Watsayut Kongchan |
| Title | Exploration of Data Utilization in E-commerce: An Academic Inquiry |
| Publisher | Chulalongkorn University |
| Publication Year | 2567 |
| Journal Title | Communication and Media in Asia Pacific |
| Journal Vol. | 7 |
| Journal No. | 2 |
| Page no. | 13-26 |
| Keyword | E-commerce, Big data, Online shopping, Data privacy, Thailand |
| URL Website | https://so01.tci-thaijo.org/index.php/CMAP |
| Website title | Communication and Media in Asia Pacific |
| ISSN | 2697-4428 (Print); 2630-0621 (Online) |
| Abstract | This study examines the profound influence of big data on the e-commerce landscape, highlighting its integration into everyday consumer interactions through advanced information technologies. The paper focuses on how major e-commerce platforms leverage expansive data derived from consumer behavior, especially during high-engagement events like shopping festivals. Through advanced data mining, these platforms translate consumer activity data into actionable insights, enabling personalized marketing and strategic business optimization that enhance customer decision-making and satisfaction. The paper underscores the dual roles of big data: while it enriches user experience through tailored recommendations, it also raises concerns over privacy, data security, and the ethical implications of user data exploitation. These practices, exemplified by targeted impulse-buying tactics and dynamic pricing, present both opportunities and risks, especially in light of evolving regulatory frameworks, such as the EU’s General Data Protection Regulation (GDPR) and Thailand’s Personal Data Protection Act (PDPA). This paper concludes with a balanced discussion on the potential of big data in e-commerce to benefit businesses and consumers alike, advocating for ethical data governance to foster a transparent and trust-oriented e-commerce ecosystem. |
