Browsing by Subject "behavioural theories"

This thesis investigates the antecedents of online privacy behaviours in the context of institutional tracking in PC and in mobile environments by utilizing a research model integrating The Reasoned Action Approach (RAA) and Protection Motivation Theory (PMT). Using a convenience sample (N = 148), an empirical study testing the conceptual model based on said theories was conducted. Data analysis was performed using the partial least squares technique and simple slopes analysis. Results demonstrate, that RAA constructs injunctive norm, instrumental attitude and PMT construct perceived severity predict intentions to protect personal data, while intentions and procedural knowledge regarding protective strategies predict protective behaviours in both PC and mobile environments. Both intentions and procedural knowledge have a stronger positive effect on online privacy behaviours in PC than in mobile environment. Procedural knowledge was found to moderate the relationship between intentions and behaviours in both environments. The study’s limitations and implications for research and practice are discussed.