Key points are not available for this paper at this time.
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.
Hichang Cho (Fri,) studied this question.