In the era of digital economy, business operators often collect and utilize information such as consumers’ browsing history and past purchases to build user profiles and capture consumer needs. Based on such data, business operators would be able to provide personalized search results for their consumers. Arguably, this mode of operation is a boon to consumers and operators alike. It provides convenience and increases efficiency for the consumers, and their increased likelihood to purchase in turn generates profits and commercial returns for the business operators. In fact, the potential for personalized services is arguably one of the reasons driving the success of e-commerce.