Determinants of Behavioral Responses to Online Privacy: The Effects of Concern, Risk Beliefs, Self-Efficacy, and Communication Sources on Self-Protection Strategies

Cho Hichang

Journal of Information Privacy and Security, 2010, vol. 6, issue 1, 3-27

Abstract: This study identifies the underlying dimensions of privacy protection behavior and examines how it is selectively influenced by central theoretical constructs such as affect/attitude (operationalized here as privacy concern), cognitive beliefs (risk beliefs and self-efficacy beliefs), and external factors (communication effects) pertaining to online privacy. The findings reveal three unique dimensions of privacy protection behavior (i.e., opt-out, proactive, and use of privacy enhancing technologies [PET]). The results, based on survey data (n = 836), reveal that privacy concerns, risk beliefs, and self efficacy have a significant impact on self-protective action, though their impact varies across the types of behavioral strategy. While opt-out and proactive protection strategies were mainly influenced by privacy concern, the use of PET was directly influenced by risk beliefs (perceived vulnerability) and self-efficacy beliefs. Communication factors figured as an antecedent to risk beliefs (personal- and societal-level risk judgments). The theoretical and practical implications of the findings are discussed.

Date: 2010
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DOI: 10.1080/15536548.2010.10855879

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