Protecting Oneself Online

Abstract

With a general basis in protection motivation theory, this study builds a three-stage model from online negative privacy experiences to online privacy protection motivation to online privacy protection behaviors. With 2013 survey data ( N = 528), a well-fitting structural equation model was tested, indicating general support for the model’s progression. There was support in only one instance, however, for the mediation role of online privacy protection motivation. In that case, awareness of online information disclosure mediated the effects of information stolen on contact management. The other protection motivation—online privacy concerns—had stronger effects on the four online privacy protection behaviors.