Earticle

초록

영어

This study aimed to investigate the mechanisms influencing individuals’ privacy-protective behaviors in the digital era. Drawing on protection motivation theory, we proposed a dual-pathway model integrating motivational drivers and habitual barriers. Data were collected through an online survey, yielding 309 valid responses. Given the complexity of the formative-reflective model, we employed Partial Least Squares Structural Equation Modeling (PLS-SEM) for analysis, utilizing SPSS 27.0 and SmartPLS 4.0. The results indicated that Perceived Threats and Perceived Efficacy significantly enhanced Privacy Protection Motivation, which in turn strongly predicted Privacy-Protective Behavior. Additionally, Maladaptive Habits significantly hindered Privacy-Protective Behavior, even in the presence of strong motivation. These findings extend PMT by incorporating habitual resistance, offering new insights into the dynamics of privacy protection and practical implications for designing more effective privacy interventions.

목차

Abstract
Introduction
Literature Review
Protection Motivation Theory
Integrating Maladaptive Habits into Protection Motivation Theory
Research Model and Hypotheses
Research Methodology
Data Analysis and Results
Conclusion
Implications and Limitations
References
Appendix

저자

• 왕젠보 [ 부산대학교 경영학과 ]
• 김종기 [ 부산대학교 경영학과 ]

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