An empirical study was conducted to examine the social psychological processes that may influence an individual's adoption of online privacy protection strategies. Building from the theory of planned behavior, a theoretical model predicting self-protection of online privacy was tested in the present study. This model accounted for nearly a quarter of the variability in actual adoption during a ten-day period immediately after participants completed the initial questionnaire. Overall, the present research provided a strong support for the theoretical utility of psychological factors and processes in online privacy related research.
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Yao et al. (2008) studied this question.
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