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How does privacy perception influence online shopping behavior? : a comparison between millennials and generation X

Loesing, T. (2016) How does privacy perception influence online shopping behavior? : a comparison between millennials and generation X.

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Abstract:Purpose: Today more and more retail stores decide to expand their businesses via the Internet. Although e-commerce is facing high growth, increasingly more consumers are concerned with privacy and security issues while shopping online. Aim& Method: This paper will investigate on the influence of privacy perception on online shopping behavior by examining the difference between the two age groups, Millennials and Generation X. Privacy perceptions are therefore addressed by using the construct of perceived risk and trust. Data was obtained via an online survey, to reveal respondents risk and trust perceptions as well as their online shopping behavior. For the analysis a total of 198 respondents is used. Results & Conclusion: The data revealed an effect of risk as a predictor for online shopping behavior for Millennials and Generation X. A significant negative effect for risks regarding financial information, i.e. transaction risk, can be found, to influence both generations to the same degree while engaging in online shopping. Further, risks regarding disclosure and inappropriate handling personal information in the Internet, i.e. privacy risk, are present while shopping online. However, no influence on online shopping behavior can be found for this type of risk. Practical Implications: Investments in risk-reducing strategies towards safer handling of financial and personal information online are crucial for marketers to exploit the full range of online opportunities. Addressing consumers fears, but also educate them in safety enhancing steps assists in counteracting on consumers fears online.
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/70177
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