Does Online Privacy Literacy Affect Privacy Protection Behaviour? A Mixed-Methods Study of Digital Media Users in the MENA Region

Abstract

This study examines the correlation between Online Privacy Literacy (OPL) and privacy protection behaviour (PPB), including evidence of any correlation between the two. In addition, it considers whether factors of intention, attitude, perceived behaviour, subjective norms, and perceived behaviour control mediate the relationship between OPL and PPB online, and whether the relationships between demographic variables may act as moderators. This research took a sequential mixed-methods approach, with Study One employing an online survey of 1040 voluntary digital media users in the Middle East and North Africa (MENA), and Study Two undertaking online interviews with ninety-five participants. The results found a relationship between OPL and PPB. In addition, subjective norms and perceived behaviour control also mediate relationship between OPL and PPB in MENA. Furthermore, while all the participants revealed paradoxical attitudes to PPB, the empirical study highlighted that the male participants tended to demonstrate greater concerns in relation to OPL.