Data protection in the digital environment and its implications for users' privacy

Abstract

Data protection seeks to safeguard the privacy and security of personal information. The objective is to evaluate how data protection practices in the digital environment impact user privacy and its implications on trust and security in the mass consumption sector in the city of Azogues. A mixed methodology was used, combining qualitative and quantitative approaches, with surveys conducted with 81 participants. The results indicate that a high perception of security is correlated with the importance given to data protection, with 80.25% of respondents recognizing its positive influence on trust towards digital platforms. However, there is a lack of commitment to reviewing protection policies. The findings suggest that data protection education and awareness are crucial to improve user trust. Likewise, economic challenges and lack of resources are highlighted as significant barriers to the effective implementation of these practices in Ecuador.