Protection vs. Privacy: Exploring Motivational Factors Shaping Individuals´ Information Security Behaviors on Mobile and Social Media Platforms

This thesis investigates the intertwined dynamics of data protection and privacy in the realm of information security, focusing on two critical issues: mobile identity protection against theft attacks and the privacy implications of personalization in social media. This research aims to unravel the role of motivation, specifically drawing on concepts from self-efficacy, protection motivation theory, and expectancy-value theory. The overarching goal is to enhance our comprehension of individual intentions and actions concerning mobile identity protection and responses to privacy intrusiveness of personalized content on social media. The methodology employed encompasses a systematic literature review followed by two mixed-methods studies for mobile identity protection, exploring threat appraisal, protection experience, self-efficacy, and motivation values. For the privacy intrusion issue in personalization, two survey studies and one multiple quantitative study are conducted, focusing on psychological mechanisms and cognitive responses that mediate the relationship between perceived privacy personalization and engagement. The key findings underscore the significant impact of threat appraisal, protection experience, and self-efficacy in shaping motivational intentions and actual protection of mobile identities. Additionally, the existence of an expectancy-capability gap is revealed, with motivation values and awareness playing crucial roles in bridging this gap. In the context of social media personalization, the research unveils the intricate interplay of psychological mechanisms and cognitive responses, shedding light on the paradoxical effects of personalization and transparency on individuals' engagement. The major contribution of this work lies in advancing our understanding of the motivational factors influencing information security behaviors. It not only identifies key determinants but also uncovers nuanced relationships, such as the mediation role of awareness and psychological mechanisms in the mobile environment and the defensive responses and coping behaviors against the personalization paradox in social media. This research provides valuable insights that contribute to the theoretical foundations of information security, offering practical implications for designing effective interventions and strategies to enhance individuals' protection and privacy in the digital age.