University of Twente Student Theses
Big concerns : what is the impact of the variable ‘age’ on the privacy concerns of customer about big data use by companies?
Plug, V.E.J. (2018) Big concerns : what is the impact of the variable ‘age’ on the privacy concerns of customer about big data use by companies?
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| Abstract: | The result of this research gives a clear picture of the impact of age on privacy concerns of customers about big data use. In general age as a positive effect on privacy concerns, which means that the higher the age the higher the privacy concerns. However, the reason that this effect is measured can be partly assigned to the 3 attributes that influence a person’s privacy concerns. The 3 attributes that influence privacy concerns can function as moderator variables for the effect that age has on privacy concerns. Awareness, knowledge, and return on big data (ROBD) are the three attributes and all have a negative effect on privacy concerns, which means that the higher the awareness, knowledge, and ROBD the lower the privacy concerns. Also it has become clear that that the higher the age the lower the awareness, knowledge, and ROBD. It can therefore be concluded that the privacy concerns of older generations can be partly assigned to the fact that these generations do not have awareness, knowledge, and ROBD and find it therefore scary. |
| Item Type: | Essay (Master) |
| Faculty: | BMS: Behavioural, Management and Social Sciences |
| Subject: | 85 business administration, organizational science |
| Programme: | Business Administration MSc (60644) |
| Link to this item: | https://purl.utwente.nl/essays/75905 |
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