Prioritizing privacy parameters using analytical hierarchy processing

The growing popularity of Internet based web services is dramatically altering our daily life and affecting the way we are sharing our personal information. Businesses and Enterprises are increasingly endorsing internet based web services as an integral part of their services-delivery. Consumers are getting benefits because they can buy products sitting conveniently at their homes with a few mouse clicks and at a better price compared to physical shops. Corporate companies leverage the Internet reach to provide better services and overall clients´ satisfaction. Due to this massive usage of web services, individuals are highly concerned about the manners, in which their personal and sensitive information is used and shared. They want to ensure that data communicated online, is safe and secure. In this paper, we demonstrate how a user can specify his priorities about the four main parameters of privacy from an individual´s point of view while communicating his personal data online, using analytical hierarchy processing technique.