ΓΚΠΔ, cookies και ιδιωτικότητα στο ηλεκτρονικό εμπόριο

Μπατάλα, Άννα - Μαρία

GDPR, cookies and provacy in e-commerce

Master Thesis

Author

Μπατάλα, Άννα - Μαρία

Date

2026-05

Abstract

At the core of the modern digital economy, e-commerce emerges as a crucial field where technological capabilities converge with social concerns, and where personalized experience is inextricably linked to privacy and security. At the center of the continuously expanding e-commerce environment lies the personalization of the consumer experience, which, through the use of data and advanced tracking technologies, seeks to provide users with content and services tailored to their individual needs. This study focuses on the dual nature of this practice: on the one hand, cookies and related technological tools constitute a valuable mechanism for optimizing the digital experience and enhancing commercial performance; on the other hand, they raise significant issues relating to privacy, personal data protection, and digital security. Particular emphasis is placed on the European regulatory framework, and especially on the General Data Protection Regulation (GDPR), which introduces strict principles and rights aimed at protecting individuals’ personal data. The study examines the extent to which the requirements of consent, transparency, and respect for users’ rights can be reconciled with the business need for personalized experiences. At the same time, it explores consumer psychology and users’ attitudes toward the use of their personal information, highlighting the role of trust and regulatory compliance in shaping positive digital behavior. Methodologically, the study is based on an extensive analysis of international and European literature, as well as on a comparative assessment of practices implemented by major online platforms. The findings demonstrate that privacy protection does not constitute an obstacle to development; rather, it functions as a necessary condition for ensuring the sustainable and trustworthy operation of the digital ecosystem. Within this context, proposals are put forward for strengthening transparency, improving user education, enhancing institutional cooperation, and achieving a balance between personalization and the right to privacy. The contribution of the present study lies in the synthesis of the legal, technological, and socio-psychological dimensions that shape the future of e-commerce, offering a comprehensive framework of understanding and practical guidelines for the transition toward a safer and more transparent digital environment.

Postgraduate Studies Programme

Δίκαιο και Τεχνολογίες Πληροφορικής και Επικοινωνιών (MSc in Law and Information and Communication Technologies)

Department

Σχολή Τεχνολογιών Πληροφορικής και Επικοινωνιών. Τμήμα Ψηφιακών Συστημάτων

Number of pages

105

Language

Greek

URI

https://dione.lib.unipi.gr/xmlui/handle/unipi/19402

Collections

Τμήμα Ψηφιακών Συστημάτων

Show full item record

Except where otherwise noted, this item's license is described as
Αναφορά Δημιουργού-Μη Εμπορική Χρήση-Όχι Παράγωγα Έργα 3.0 Ελλάδα