Understanding Privacy-Focused Technology Use Among Generation Y: Its Impact on Behavioural Intention and Actual Use of Social Commerce

View Sample PDF

Author(s): Divine Quase Agozie (Cyprus International University, Nicosia, Cyprus), Muesser Nat (Cyprus International University, Nicosia, Cyprus)and Sampson Abeeku Edu (Cyprus International University, Nicosia, Cyprus)
Copyright: 2020
Pages: 23
Source title: Handbook of Research on Managing Information Systems in Developing Economies
Source Author(s)/Editor(s): Richard Boateng (University of Ghana, Ghana)
DOI: 10.4018/978-1-7998-2610-1.ch004

Keywords: Business & Management / Business Information Systems / Business Science Reference / Management Science

Purchase

View on the publisher's website for pricing and purchasing information.

Abstract

This chapter examines privacy-focused technology use among Generation Y cohorts and its impact on their intentions and actual use of social commerce. The study employs a partial least squares SEM to evaluate hypothesized relationships stated. Four hundred eighty-seven responses were used for the analysis. Results show that privacy-focused technology use fails to influence behavioural intentions. By inference, knowledge of privacy risks influences the behavioural intentions of Generation Y, but actual use is impacted where the risk is perceived to be beyond control. This empirical analysis provides insights into key behavioural and technical aspects, offering organizations insights into developing effective social commerce strategies.

The IRMA Community

Research IRM

Understanding Privacy-Focused Technology Use Among Generation Y: Its Impact on Behavioural Intention and Actual Use of Social Commerce

Purchase

Abstract

Related Content

IRMA Sponsors