What influences digital natives’ susceptibility to cyber phishing scams?

Purpose This study aims to examine the psychological, psychographic and socio-economic factors influencing individuals’ intentions to click on phishing emails while focusing on emotional traits as well as contextual elements. Design/methodology/approach A dual-method deductive approach was used, combining partial least squares structural equation modelling and fuzzy set qualitative comparative analysis (fsQCA). Data were collected using a purposive sampling method through five-point Likert scales from 385 digital natives. Findings Psychological and psychographic factors have a stronger influence on phishing susceptibility than socio-economic factors. Anxiety increases vulnerability, while risk tolerance is the key driver. Perceived value heightens susceptibility through the appeal of rewards. Financial status has limited impact, and neuroticism offers protection via increased vigilance. fsQCA reveals interactions among factors, with risk tolerance consistently present across configurations. Practical implications The findings emphasise addressing emotional and psychographic vulnerabilities in phishing susceptibility. Banks should use clear, reassuring communication and step-by-step guidance to curb impulsive actions. Technology providers must create behavioural nudges and advanced email filters to identify high-risk messages. Tailored phishing simulations and intervention tools can enhance user vigilance and digital literacy, particularly for risk-tolerant and impressionable individuals. Originality/value This study contributes by integrating psychological, psychographic and contextual perspectives and challenges assumptions about self-efficacy and financial status in phishing susceptibility. Additionally, combining protection motivation theory and dual-process theory with fsQCA offers valuable methodological and theoretical insights for a comprehensive understanding of phishing vulnerability.