Using the Extended Theory of Planned Behavior to Predict Privacy-Protection Behavioral Intentions in the Big Data Era: The Role of Privacy Concern

Abstract

This research extends the theory of planned behavior to explore how privacy concerns influence privacy-protection behavioral intentions via attitudes, subjective norms, and perceived behavioral control. Using snowball sampling, 637 participants were recruited in China to complete this online survey. After eliminating the invalid questionnaire, this study received valid samples of 599 respondents. The finding demonstrated that privacy concerns were positively associated with individuals’ attitudes, subjective norms, and perceived behavioral control. And these factors also were found positively influence privacy-protection behavioral intentions. Theoretical and practical contributions are discussed as well.