Gijón Tascón, María CovadongaFernández Bonilla, FernandoCuadrado Gallego, Juan JoséUsero, Luis2025-02-272025-02-272023-05-26Covadonga Gijón, Fernando Fernández-Bonilla, Juan José Cuadrado-Gallego, and Luis Usero. 2023. Trust on Personalised Electronic Commerce. In Proceedings of the 27th International Database Engineered Applications Symposium (IDEAS '23). Association for Computing Machinery, New York, NY, USA, 119–126. https://doi.org/10.1145/3589462.35895039798400707445https://doi.org/10.1145/3589462.3589503https://hdl.handle.net/20.500.14468/25996This 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.eninfo:eu-repo/semantics/openAccess53 Ciencias Económicas56 Ciencias Jurídicas y Derechoartículoelectronic commercetrustprivacy & security in digital businessdata analyticsregression analysismarketing managementrisk analysis