Persona: Gijón Tascón, María Covadonga
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Gijón Tascón
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Publicación Trust on Personalised Electronic Commerce(Association for Computing Machinery, ACM, 2023-05-26) Gijón Tascón, María Covadonga; Fernández Bonilla, Fernando; Cuadrado Gallego, Juan José; Usero, Luis; https://orcid.org/0000-0001-8178-5556; https://orcid.org/0000-0001-8658-9992This study aims to find out the level of concern of Internet users in Spain for personalised advertising. The privacy and value of users' data is closely related to the risk and trust they feel in the network. Users are concerned about personalised advertising because they feel that their privacy is at risk. A Generalised Ordered Logit model is used, which will estimate users' levels of concern, using variables such as their Internet security tools and other socio-demographic variables. Some of the conclusions obtained are the inverse relationship between trust in the Internet and the development of excessive concern about receiving personalised advertising and the positive impact of having suffered from fraud and having high levels of concern about personalised.