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dc.contributor.authorAkpojivi, Ufuoma
dc.date.accessioned2014-09-10T11:13:22Z
dc.date.available2014-09-10T11:13:22Z
dc.date.issued2013
dc.identifier.citationAkpojivi, U. 2013. Attitudes towards information privacy amongst black South African Generation Y Students: a study of loyalty cards. Mediterranean journal of social sciences, 4(3):647-658. [http://www.mcser.org/journal/index.php/mjss]en_US
dc.identifier.issn2039-9340
dc.identifier.issn2039-2117
dc.identifier.urihttp://hdl.handle.net/10394/11313
dc.description.abstractAim: In this era of globalisation characterised with rapid spread and usage of Information Communication Technology (ICT) and the capacity to store personal information, the issue of information privacy is becoming an increasing concern. In this study, the attitude of Black South African Generation Y students towards information privacy in relation to loyalty card usage was examined. Method: A total of 400 questionnaires were administered to participating students from two higher education institutions including the North West University Vaal Triangle Campus, and the Vaal University of Technology. The awareness and knowledge of Generation Y students on data collection practices with loyalty cards, and the relationship between information privacy concerns and purchase behaviour with regard to loyalty card usage was also examined. Results and conclusion: Using Pearson’s correlation analysis, reliability test and preliminary data analysis, it was revealed that Black Generation Y students were concerned with their information privacy in relation to loyalty cards, and this significantly affected their attitude towards loyalty card usage. The ability to control their data usage, i.e. knowledge of what their data is being used for by business organisations also positively influenced their perception towards loyalty cards as Generation Y students were irritated by unsolicited marketing offers from business organisations.en_US
dc.description.urihttp://www.mcser.org/journal/index.php/mjss/article/view/521/546
dc.description.urihttp://dx.doi.org/10.5901/mjss.2013.v4n3p647
dc.language.isoenen_US
dc.publisherMediterranean Center of Social and Educational Research (MCSER)en_US
dc.subjectPrivacyen_US
dc.subjectConsumer protectionen_US
dc.subjectLoyalty cardsen_US
dc.subjectGeneration Yen_US
dc.subjectSouth Africaen_US
dc.titleAttitudes towards information privacy amongst black South African Generation Y Students: A study of loyalty cardsen_US
dc.typeArticleen_US
dc.contributor.researchID24731668 - Akpojivi, Ufuoma


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