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Gijón Tascón, María Covadonga

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Gijón Tascón
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María Covadonga
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2022 - 20232
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Mostrando 1 - 2 de 2
  • No hay miniatura disponible
    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/0000-0001-8658-9992
    This 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.
  • No hay miniatura disponible
    Publicación
    E-commerce in Spain: Determining factors and the importance of the e-trust
    (Elsevier, 2022-01-15) Gijón Tascón, María Covadonga; Vega, Bárbara de la; Fernández Bonilla, Fernando
    This paper identifies and estimates the determinants for participating in e-commerce and developing e-trust, as well as the importance of e-trust for e-commerce in Spain. For its analysis, a national survey from 2014 to 2019 is used and the logit model is implemented. It is concluded that the e-trust is a determining factor in e-commerce, and the improvement of equality education helps the growth of online commerce and e-trust. In turn, e-trust encourages the use of all digital resources.