“…Whether someone is willing to disclose personal data also depends on the perceived sensitivity of the data requested (Andrade et al 2002;Castañeda and Montoro 2007). For the context of eGovernment services, Akkaya, Obermeier, Wolf, and Krcmar (2011) have found that concerns about data protection, privacy, and security are important barriers to use. These studies suggest that using different types of personal data, such as geographic, demographic, behavioral, or psychographic information for building the user profile affects users' feelings of trust in the system, their perceptions on the controllability of the personalization, and, hence, their intention to use the personalized system.…”