Assessing the determinants of Millennials’ online protective behavior: how their protection motivation translates into actual use behavior

Ana S. Medeiros, Luis F. Martinez, Luisa M. Martinez

Research output: Chapter in Book/Report/Conference proceedingChapterpeer-review

14 Downloads (Pure)

Abstract

This research assesses the determinants of Millennials protection motivation (or security intentions) on their actual use behavior when navigating online, considering the protective measures they adopt. Accordingly, we propose a model integrating variables from two widely accepted behavioral theories, the Protection Motivation Theory and the Reasoned Action Approach. An online survey was conducted, relying on the responses of 236 participants from different nationalities, which were analyzed through hierarchical multiple regression. Results show a gap between security intentions and use behavior and indicate safety habit strength and actual control as significant predictors of Millennials’ use behavior. By focusing not only on the users’ behavioral intentions but also on their actual use behavior, this research seeks to extend the previous literature on the topic.
Original languageEnglish
Title of host publicationAdvances in Digital Marketing and eCommerce
PublisherSpringer
Pages153-162
DOIs
Publication statusPublished - 7 May 2020

Publication series

NameAdvances in Digital Marketing and eCommerce
ISSN (Print)2198-7246
ISSN (Electronic)2198-7254

Fingerprint

Dive into the research topics of 'Assessing the determinants of Millennials’ online protective behavior: how their protection motivation translates into actual use behavior'. Together they form a unique fingerprint.

Cite this