E_marketing

17 Pages 4193 Words

1), Janal (2000) present a substantial argument for including perceived risk as a factor influencing Internet shopping behaviour and usage.

Demographic role in consumer behaviour
Demographics play a role in consumer behaviour; predominantly in the area of age. There are several items that are significantly influenced by age, particularly when comparing consumers between 15 and 35 with those over 35. Statistical tests reveal significant differences in the 2 groups for the following items:
1. The younger group was more inclined to:
• Provide their name, age and gender
• Read the privacy policy of the web site
• Provide their information in exchange for cash or a gift offered by the website.

2. The older group was more concerned about identity theft, losing control of their information, unauthorised redistribution of their information, and exposure to unscrupulous people (Hardaker & Graham 2001).

Abuse
The Internet simply makes everything easier to acquire, and therefore that much more easily abused. The ease of access, avai...