Understanding Privacy-Focused Technology Use Among Generation Y

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.