earticle

영어

This study aimed to investigate the mechanisms influencing individuals’ privacy-protective behaviors in the digital era. Drawing on protection motivation theory, we proposed a dual-pathway model integrating motivational drivers and habitual barriers. Data were collected through an online survey, yielding 309 valid responses. Given the complexity of the formative-reflective model, we employed Partial Least Squares Structural Equation Modeling (PLS-SEM) for analysis, utilizing SPSS 27.0 and SmartPLS 4.0. The results indicated that Perceived Threats and Perceived Efficacy significantly enhanced Privacy Protection Motivation, which in turn strongly predicted Privacy-Protective Behavior. Additionally, Maladaptive Habits significantly hindered Privacy-Protective Behavior, even in the presence of strong motivation. These findings extend PMT by incorporating habitual resistance, offering new insights into the dynamics of privacy protection and practical implications for designing more effective privacy interventions.