Internet Privacy Concerns versus Behavior: A Protection Motivation Approach

This study examines the possible disconnect between student concerns about privacy when using the Internet and their behavior. The literature indicates that Internet users are concerned about privacy but their web-browsing habits consistently put their privacy at risk. Browsing habits were examined using five factors: (1) privacy concerns, (2) self-efficacy, (3) risk assessment, (4) threat assessment, and (5) privacy involvement. These factors were analyzed for their relationship to privacy behavior. A survey questionnaire was developed and administered to a sample drawn from university students.