Percepção do consumidor referente à proteção de seus dados pessoais no contexto de utilização de publicidades on-line pelo e-commerce

Abstract

The development of increasingly effective information and communication technologies in the treatment of personal data has brought a series of discussions and challenges to various sectors, such as the Law, with regard to the protection of personal data. In the field of e-commerce, it uses personal data from consumers to develop increasingly targeted online advertisements. It is discussed whether, in fact, consumers know what is done with their data available on e-commerce and how they perceive the receipt of online advertisements in view of the protection of their personal data. The present study aimed to verify the consumer's perception of the steps in the processing of personal data carried out by e-commerce companies and to ascertain whether the consumer considers the receipt of online advertising content to be valid even though it is necessary to share his personal data. In a cross-sectional study with 284 undergraduates from the Law course at the Federal University of Juiz de Fora, a structured questionnaire was used containing socio-demographic variables and questions related to the perception of the research participants about online protection of personal data in e-commerce as well as in relation to online advertising. Descriptive and statistical analysis was performed using the Chi-square test, with values expressed by absolute and relative frequencies, mean and standard deviation. The average age was 21.17 ± 4.01 years, 65% declared themselves white, 63,2% female, 49,0% reported being catholic, 87,4% did not work and 70,1% declared family income above R$ 3,747.00. Of the total sample, 73.7% consider the protection of personal data to be a totally important factor in e-commerce purchases; 61,5% believe that privacy policies do not allow understanding about the online processing of personal data; 82% believe they have no control over their own data after sharing it in an e-commerce purchase. In addition, 54,5% believe that online advertisements that reach their email/cell phone, without having requested them, do not assist them in their purchases; 64,8% believe it is not valid to share your personal data for receiving discounts and offers online. There was an association between: family income and consideration of data protection as an important factor in e-commerce; sex and shopping on sites that do not provide privacy policies; religion and shopping on websites that do not provide privacy policies; color and understanding of how online data processing occurs; sex and understanding of how online data processing occurs; course cycle and confidence that privacy policies increase online data protection; sex and data control; course cycle and confidence in data protection against third parties; age group and confidence in data protection against third parties; family income and sharing personal data in exchange for receiving offers online. It is concluded that the majority of participants are unaware of the online treatment given to their personal data, in addition to considering that the unsolicited receipt of online advertisements does not help them in their purchases and that it is not valid to share their personal data in exchange for receiving offers and online discounts.