earticle

영어

Our study investigated factors influencing online privacy preserving behaviors using Protection Motivation Theory (PMT). It highlighted the roles of privacy concerns, counter-intentional habit, privacy cynicism, and implementation intention in shaping users' privacy preserving behaviors. The study employed a comprehensive survey among online users in South Korea and used SmartPLS 4.0 for data analysis. The findings indicated that perceived threats and perceived efficacy positively affect online privacy preserving behaviors, while response costs and counter-intentional habit have negative effects. Additionally, we confirmed the crucial mediating role of implementation intention and the significant moderating role of privacy cynicism. The study extended PMT by incorporating unique constructs such as habit, privacy cynicism, and implementation, providing insights into the complex dynamics of online privacy and offering implications for effective privacy preserving strategies. This contributes to theoretical advancements and practical applications in privacy preserving, informing policy and technology design to enhance users’ online privacy.