A dimensionalised privacy behaviour model: an empirical test of a conceptual proposition

Dmitry Epstein and Kelly Quinn

Behaviour and Information Technology, 2025, vol. 44, issue 15, 3621-3641

Abstract: Privacy research struggles with modelling how individuals value and enact privacy, and faces challenges in explaining apparent contradictions such as the privacy paradox and manifestations of privacy-related disempowerment. Such uncertainties arise from the use of unidimensional privacy constructs or through assumptions that privacy-related decisions are rational or intentional. Addressing these lacunae, we present and empirically test the Dimensionalised Privacy Behaviour (DPB) model, which simultaneously examines the relationships between privacy concerns and privacy-protecting behaviours (PPB) along privacy’s horizontal and vertical orientations, and introduces online privacy literacy and privacy self-efficacy as additional explanatory mechanisms in PPB modelling. Using data from a representative sample of 618 US social media users, we demonstrate that the privacy concerns/privacy behaviours dynamic is better understood along its vertically – and horizontally-oriented dimensions, and that each dimension interacts differently with explanatory elements. Furthermore, while affirming the established logic between privacy concerns and PPB, these results highlight privacy self-efficacy as a significant factor for explaining PPB, with differing effects in each dimension.

Date: 2025
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DOI: 10.1080/0144929X.2024.2443523

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