Psychological Barriers to Data Sharing in China’s Scholarly Publishing: A Protection Motivation Theory Approach

Data sharing is a cornerstone of open science, yet adoption remains limited among social science researchers despite its recognized benefits. This study examines the psychological barriers to data sharing in academia through the lens of Protection Motivation Theory, integrating emotional responses—hope and fear—into the framework. Using survey data from 351 communication scholars in China, we employ structural equation modelling to analyze how perceived severity, vulnerability, self-efficacy, and response costs influence scholars’ willingness to share data. Findings reveal that fear, driven by perceived vulnerability, deters data sharing, while hope, shaped by self-efficacy and response costs, facilitates it. This study contributes to scholarly publishing discourse by revealing the affective dimensions of data-sharing reluctance, particularly in the Asia-Pacific region. The results inform academic institutions, publishers, and policymakers on fostering an open research culture through interventions addressing scholars’ psychological concerns, ultimately enhancing research transparency and collaboration.