Resumen
This article explores the issue that Internet consumers have identified, fear and distrust regarding loss of personal privacy associated with the emerging electronic commerce marketplace, despite the much-herald recent successes in utilizing the Internet marketplace. This article presents a comprehensive picture from the consumer's privacy perspective. For companies engaging in Internet marketing, this article enables them to become better aware of consumer privacy issues and better equipped for the implementation of privacy codes for fair information practices. For consumers, this article provides a comprehensive picture of the issues involved and knowledge of the relevant privacy enhancing technologies and tools that they can use to protect themselves. The article conclude that balancing the beneficial use of these data sources with the privacy rights of individuals is truly one of the most challenging public policy issues of the information age. In this article, a taxonomy is outlined that helps describe, categorize, and analyze consumer privacy concerns. It is also reviewed the current state-of-the-art technology, and pointed out the imminent integration of business self-regulation, regulated law enforcement, and the consumer's ability to enhance individual privacy protection through the use of technology