Privacy perception of online shopping behavior between millennials and non-millennials in Chinese digital marketing

The purpose of this study is to analysis relationship between privacy and security perception and online shopping behavior in two different age groups. In China, online shopping is becoming popular and online shopping market is increasingly developing. Especially Alibaba Company is a dominant and famous online shopping website currently. Risk and trust perceptions regarding Internet privacy and security perception are considered as an issue for different age group users when they are shopping online. This paper addressed two main category, trust and risk of privacy and security perception to measure the relationship with current consumers’ online shopping behavior.