TY - GEN
T1 - Assessing the determinants of Millennials’ online protective behavior
T2 - 1st Digital Marketing and eCommerce Conference, DMeC 2020
AU - Medeiros, Ana S.
AU - Martinez, Luis F.
AU - Martinez, Luisa M.
N1 - Funding Information:
This work was funded by Funda??o para a Ci?ncia e a Tecnologia (UID/ECO/00124/2013, UID/ECO/00124/2019 and Social Sciences DataLab, LISBOA-01-0145-FEDER-022209), POR Lisboa (LISBOA-01-0145-FEDER-007722, LISBOA-01-0145-FEDER-022209) and POR Norte (LISBOA-01-0145-FEDER-022209). The authors declare that they have no conflict of interest. All procedures performed in studies involving human participants were in accordance with the ethical standards of the institutional and/or national research committee and with the 1964 Helsinki declaration and its later amendments or comparable ethical standards. Informed consent was obtained from all individual participants included in the study.
Publisher Copyright:
© 2020, The Editor(s) (if applicable) and The Author(s), under exclusive license to Springer Nature Switzerland AG.
PY - 2020
Y1 - 2020
N2 - 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.
AB - 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.
KW - Online security
KW - Protection Motivation
KW - Reasoned Action Approach
KW - Security Intentions
KW - Use Behavior
UR - http://www.scopus.com/inward/record.url?scp=85125255931&partnerID=8YFLogxK
U2 - 10.1007/978-3-030-47595-6_20
DO - 10.1007/978-3-030-47595-6_20
M3 - Conference contribution
AN - SCOPUS:85125255931
SN - 9783030475949
T3 - Springer Proceedings in Business and Economics
SP - 153
EP - 162
BT - Advances in Digital Marketing and eCommerce - 1st International Conference, 2020
A2 - Martínez-López, Francisco J.
A2 - D’Alessandro, Steven
PB - Springer Science and Business Media B.V.
Y2 - 25 June 2020 through 26 June 2020
ER -