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2020 | OriginalPaper | Buchkapitel

Assessing the Determinants of Millennials’ Online Protective Behavior: How Their Protection Motivation Translates into Actual Use Behavior

verfasst von : Ana S. Medeiros, Luis F. Martinez, Luisa M. Martinez

Erschienen in: Advances in Digital Marketing and eCommerce

Verlag: Springer International Publishing

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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.

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Vorheriges Kapitel Influence of Source Credibility on Search for Information

Nächstes Kapitel The Effect of App Quality and Compatibility on Consumers’ Omnichannel (OC) App Adoption and Loyalty: Comparison of US and Korean Consumers

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Titel: Assessing the Determinants of Millennials’ Online Protective Behavior: How Their Protection Motivation Translates into Actual Use Behavior
verfasst von: Ana S. Medeiros
Luis F. Martinez
Luisa M. Martinez
Verlag: Springer International Publishing
Buch: Advances in Digital Marketing and eCommerce
Print ISBN: 978-3-030-47594-9

Electronic ISBN: 978-3-030-47595-6

Copyright-Jahr: 2020
DOI: https://doi.org/10.1007/978-3-030-47595-6_20

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