Analysis of Privacy Perceptions towards Shopping Decision through Shopping Behavior between Millennials and Baby Boomers in Indonesia E-Commerce

1Lim Sanny and Michael Gerardo

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Abstract:

Purpose of Study: Globalization and technology has transformed the world, boost the economy, and growth the overall performance of the country. The rapid technological advancements bring great changes in the business world, including the physical store business into a digital store. The purpose of this study, is to know for sure the effect of privacy perceptions in online shopping decision through shopping behaviour between millennials and baby boomers. Methodology: The research method used is quantitative method with SEM-PLS using WarpPLS 6.0 application, where the data collection in this research is by conducting questionnaire to millennials and baby boomers generation in Indonesia E-Commerce Website. The respondents have criteria, Millennials from age 22 to 37 and Baby Boomers from age 53 until 72. From 155 questionnaires. Result: the results of the study it can be concluded that privacy risk, source risk, cognition based trust, affect based trust affecting Millennials and Baby Boomers in their online shopping decision but the transaction risk only affect for millennials only.

Keywords:

E-Commerce, Technology, Privacy Perceptions, Shopping Behaviour, Shopping Decision, Millennials, Baby Boomers

Paper Details
Month1
Year2020
Volume24
IssueIssue 1
Pages717-727