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Privacy perceptions among millennials versus non-millennials and online shopping behavior

Keijzers, P Priscilla (2016) Privacy perceptions among millennials versus non-millennials and online shopping behavior.

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Abstract:The fast growth of the internet in the past decade leads to increased use of online shopping. As a consequence, there are increased amounts of security and privacy risks. The purpose of this study is to find out if millennials and non-millennials perceive security and privacy in different ways and if this influences their online shopping behavior. The study found significant differences in online shopping behavior and levels of perceived privacy between the two age groups. Nevertheless, no significant direct relationship can be seen between perceived privacy and online shopping behavior. The study focuses on analyzing the effect between age, perceived trust, perceived risk, perceived privacy, privacy behavior and online shopping behavior.
Item Type:Essay (Bachelor)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:85 business administration, organizational science
Programme:International Business Administration BSc (50952)
Link to this item:http://purl.utwente.nl/essays/70130
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