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Privacy and security perceptions between different age groups while searching online

Kaiser, Alena Fiona (2016) Privacy and security perceptions between different age groups while searching online.

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Abstract:The Internet is incorporated in almost every aspect in our day-to-day actions and makes the lives of the user easier. Searching is the number one action online and search engine operators take advantage of the users’ levity when browsing online. Entire digital lives of users are recorded and through this privacy and security issues arise. The purpose of this research is to find out whether there is a difference in privacy and security perceptions between age groups while searching online. With a cross-sectional survey a sample size of 257 was attained through convenience sampling. The data obtained was assessed through several statistical tests such as (Univariate) Analysis of Variance and Cluster Analysis. The insights gained through the research revealed that there is a difference in privacy and security perception of different age groups when searching online. The younger age groups perceive more privacy than older users but engage less in security practices to protect their data compared to older age groups. The literature is not based on standardized instrument. To answer the posed research questions measures and items have been self-constructed through creativity inspired by research.
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/70190
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