Do online buying behaviour and attitudes to web personalization vary by age group?

ABSTRACT

A study of 821 South African Internet users was undertaken to assess attitudes towards the personalization of online content, concerns about privacy, and willingness to provide explicit personal information and to allow implicit gathering of web usage data. This paper examines the association of respondents' age groups with their online experiences to date, their intentions for future online purchasing, and their perceptions of various web personalization and privacy issues. It shows by analysis the dangers of drawing conclusions in this area from student samples, and that relationships with age often do not follow a linear pattern.

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INDEX TERMS

Primary Classification:
  K. Computing Milieux
  K.4 COMPUTERS AND SOCIETY
      K.4.4 Electronic Commerce

General Terms:
Design, Human Factors, Measurement

Keywords:
age, online buying, web personalization