This literature review explores existing knowledge on promotion strategies in the B2C market of Trulifi’s product among Dutch millennials. The researcher used keywords such as influencing millennials’ intention to cyber security products, millennials’ awareness towards cyber security, millennials' perception towards cyber security products, and motivating millennials to engage with cyber security behavior in searching appropriate literature. The literature helped the researcher identify the knowledge gaps the study should fulfill. Therefore, the literature review chapter discusses the key factors influencing millennials (24-41) in the Netherlands to purchase Trulifi products.
Inhaltsverzeichnis (Table of Contents)
- CHAPTER II: LITERATURE REVIEW
- Introduction and Literature Search Questions
- Determinants of millennial's behavior
- Millennials' perception of cyber security products
- Millennials' awareness of cyber security
- Motivating millennials to adopt cyber security behavior
Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)
This literature review examines the existing knowledge regarding promotion strategies for Trulifi's B2C product amongst Dutch millennials. The study aims to identify factors influencing millennials' purchasing decisions and explore key themes related to cyber security awareness, perception, and behavior within this target group.
- Factors influencing millennials' purchasing decisions
- Millennials' perception of cyber security products
- Millennials' awareness of cyber security threats and solutions
- The impact of social influence and peer pressure on cyber security behavior
- Motivating millennials to adopt proactive cyber security measures
Zusammenfassung der Kapitel (Chapter Summaries)
- CHAPTER II: LITERATURE REVIEW
- Introduction and Literature Search Questions: This section introduces the study's focus on promoting Trulifi's B2C product among Dutch millennials. It outlines the research questions guiding the literature review, highlighting key areas like influencing millennials' cyber security product intention and their awareness and perception of cyber security.
- Determinants of millennial's behavior: This section explores how social influence, peer pressure, and perceived risk affect millennials' cyber security behavior. It references theories like social influence theory and theory of planned behavior to explain the role of shared values, subjective norms, and uncertainty avoidance in millennials' decision-making.
- Millennials' perception of cyber security products: This section examines how millennials perceive cyber security products and the factors influencing their adoption. It explores the health belief model, emphasizing the importance of protection motivation, response efficacy, and fear appeals in influencing behavior change. The section also discusses the significance of perceived usefulness, ease of use, and benefits in shaping millennials' perceptions of cyber security products.
- Millennials' awareness of cyber security: This section delves into the level of cyber security awareness among Dutch millennials. It highlights the importance of awareness in motivating individuals to adopt protective measures. Research findings suggest a positive association between awareness and behavioral changes in response to cyber threats. The section also addresses the impact of inaccurate or misleading information on cyber security behaviors.
- Motivating millennials to adopt cyber security behavior: This section explores the Protection Motivation Theory (PMT) as a framework for understanding how individuals perceive and respond to cyber security risks. It emphasizes the role of fear messaging, coping appraisals, and threat perception in motivating individuals to take proactive measures. The section discusses how threat and coping assessments influence behavioral intentions.
Schlüsselwörter (Keywords)
Key keywords and concepts explored in this work include millennials, cyber security, B2C market, Trulifi, social influence, perception, awareness, behavior, risk aversion, uncertainty avoidance, self-efficacy, health belief model, protection motivation theory, fear appeals, ease of use, benefits, promotion strategies, and knowledge gaps.
- Quote paper
- Mourine Atsien (Author), 2022, Literature review on factors influencing millenial behavior, Munich, GRIN Verlag, https://www.hausarbeiten.de/document/1326035