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

  • Authors:
  • Mike Hart

  • Affiliations:
  • University of Cape Town, Rondebosch, South Africa

  • Venue:
  • Proceedings of the 2008 annual research conference of the South African Institute of Computer Scientists and Information Technologists on IT research in developing countries: riding the wave of technology
  • Year:
  • 2008

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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.