Privacy Behavioral Intention in Online Environment: Based on Protection Motivation Theory

온라인 환경에서 프라이버시 행동의도에 미치는 영향 - 보호동기이론을 중심으로 -

  • Received : 2013.05.23
  • Accepted : 2013.09.16
  • Published : 2013.09.30


Drawing on Protection Motivation Theory(PMT), this study attempts to clarify antecedents that influence the intention to protect individuals' privacy on the Internet. Protection motivation forms through individuals' cognitive appeal involving threat and efficacy. Then protection motivation causes privacy behavioral change. Protection motivation factors are established privacy trust and privacy risk, which are related to privacy attitude and belief. This proposed model is empirically analyzed by utilizing structural equation analysis(SEM). According to the result of the empirical analysis, it is founded that almost paths have statistically significant explanatory power except path from efficacy to privacy risk and path from privacy trust to privacy behavioral intention. This study shows powerful evidence of antecedent factors based on protection motivation of individuals' privacy behavioral intention in online environment.


Supported by : 부산대학교