Allt fler företag väljer att vara webbaserade och ägna sig helt till e-handel. Samtidigt fortsätter antalet e-handelsföretag att öka i antal kraftigt. Företagens behov av personlig information och kunddata har även ökat för att förbli konkurrenskraftiga. Vilket skapar ett problem, behovet av denna personliga information hos företagen riskerar att inkräkta på användarens personliga integritet. Tidigare forskning presenterar inte mycket angående värdet av den personliga integriteten och de fördelar ett skyddande av detta genererar.  En empirisk studie bland svenska användare på e-handelssidan tradera där deltagarna delade deras åsikter och värden angående den personliga integriteten och e-handel utfördes och sammanställdes. Den personliga integriteten ses som ett värde för att utreda detta begrepp med en konceptuell utredning, som är en teori inom värdekänslig design. Bidraget till forskningen är ett ramverk för e-handelsföretag som handlar om hur de skall hantera den personliga integriteten. Arbetet har präglats mycket av inläsning som det har getts utrymme för inom rapporten. / More and more companies choose to be online and devote themselves entirely to e-commerce. The number of companies who choose to be online is still continuing to increase rapidly.  The companies needs for personal information and customer data has increased in order to remain competitive. The problem is that the needs for this personal information from the companies are threating to intrude the customers privacy. Previous research is not addressing the value of information privacy and the benefit of privacy protection. I have conducted an empirical survey study among Swedish users on the e-commerce site Tradera where the participants shared their beliefs and values regarding privacy and e-commerce. I choose to see the privacy as a value in order to investigate this concept in a conceptual study, which is a theory in value sensitive design. My contribution to the research will be a framework for e-commerce and how they should manage the concept of privacy in e-commerce.

This study aims to investigate how to work with sustainability in e-commerce, with a focus on making information available to the consumer as well as how this could be conceptualized. This requires a multidisciplinary approach, with domain knowledge based on environmental science and additional knowledge in information and computer science. In the time we live in now, we see an increased need to think sustainably and act for it in society. Consumption of products or services has a great impact on this and to a large extent via e-commerce today where consumers often find themselves confused in how to make a sustainable choice. We must work towards a more sustainable society and living. If we continue to utilize our planet's resources and assets without letting nature recover, we will probably end up in an unsustainable situation. Previous research shows the complexity in terms of sustainability, the definition as such but also how to assess it, a lack of regulated standards complicates the unified picture of what is actually sustainable. Creating an index or some form of standard for sustainability is not possible for us in relation to the time frame and scope of this study. An attempt to clarify what one can do with a focus on the consumer and how he or she can access information that is available or could be, is for us interesting to investigate. What made this possible was an extensive literature study to acquire the domain knowledge required to be able to understand what we needed to focus on, the literature study itself provided good insights and a good foundation as a starting point. By following a work process based on Design Science Research Methodology and with the opportunity to collaborate with an established company that works to guide consumers in e-commerce, we have been able to work in a concrete and relevant context and thus had the opportunity to test our concepts based on a literature study and data collection methods, consisting of questionnaires and interviews. Key findings from the study were that consumers wanted to know more about sustainability as well as the importance of involving the consumer in the process. Based on a literature study and the data collections, a basic data model for sustainability was developed. Companies in e-commerce should take the initiative to support sustainable online consumption. The task is difficult, but doing so could provide a competetive advantage among the companies and at the same time it contributes to a good cause.

Persuasive technology is becoming increasingly prevalent in the retail industry, often to influence customer behaviours and increase sales. This study explores multi-stakeholder perspectives on the values, ethical considerations, and possible risks associated with the implementation of such persuasive technologies. It was conducted with a retail agency that develops persuasive technology in the form of an engagement retail platform. Value Sensitive Design (VSD) Framework and ACTVOD Futures Workshop were used to develop value scenario workshops with program managers, designers, and field team members. Value-oriented themes were then derived from a thematic analysis. Values such as ownership and property, identity, and informed consent were often discussed, while human welfare and environmental sustainability were neglected. Also uncovered were several misconceptions concerning artificial intelligence (AI) and a lack of urgency to address ethical concerns among company stakeholders. This study emphasizes the importance of recognizing and addressing the ethical considerations of persuasive technology and develop proactive solutions to make it safe, sustainable, and beneficial for users and consumers. / Övertygande teknologi, så kallad persuasive technology, blir allt vanligare inom detaljhandelsbranschen, ofta för att påverka kundbeteenden och öka försäljningen. Denna studie undersöker flera parters perspektiv på värden, etiska överväganden och möjliga risker i samband med implementeringen av övertygande teknologier. Studien genomfördes på en detaljhandelsbyrå som utvecklar övertygande teknologi i form av en engagerande detaljhandelsplattform. Ett ramverk för värdekänslig design (Value Sensitive Design - VSD) och ACTVOD Futures Workshop användes för att utveckla värdescenario-workshops med programchefer, designers och fältteammedlemmar. Värdeteman genererades sedan från en tematisk analys. Värden som ägande och egendom, identitet och informerat samtycke diskuterades ofta, medan mänskligt välbefinnande och miljömässig hållbarhet försummades. Dessutom påvisades flera missuppfattningar om artificiell intelligens (AI) och en bristande brådska att ta itu med etiska frågor bland företagets nyckelpersoner. Denna studie betonar vikten av att erkänna och hantera de etiska övervägandena för övertygande teknologi och att utveckla proaktiva lösningar för att göra sådana övertygande teknologier säkra, hållbara och gynnsamma för användare och konsumenter.