Motivational Factors in Privacy Protection Behaviour Model for Social Networking

Abstract

This study aims to investigate the determinants of the privacy protection behaviour strategies that been employed by users while utilising SNSs. By understanding the determinants of privacy protection will be able to generate awareness that can protect users and allow them to confidently impose their self-control through the execution of privacy protection behaviour strategies. The finding has shown that there was a significant relationship of perceived severity, perceived vulnerability, response efficacy and self-efficacy towards information privacy concern as well as a significant relationship of information privacy concern and privacy protection behaviour strategies. This research is crucial as it serves as a guide that provides instructions and guidelines that help users of SNSs to keep their privacy intact.