Analyzing the Privacy Leakage Prevention Behavior of Internet Users Based on Risk Perception and Efficacy Beliefs : Using Risk Perception Attitude Framework

Ickjin Jang, Byounggu Choi


Although many studies have focused on the influences and outcomes of personal information leakage, few studies have investigated how the personal information leakage prevention behavior differs depending on internet user. This study attempts to supplement the existing studies’ limitations with the use of risk perception attitude (RPA) framework. More specifically, this study tries to show internet user can be classified into four groups based on perceived risk of personal information leakage and efficacy beliefs of personal information protection, and to identify how the groups differ in terms of motivation, information seeking, and behaviors for privacy leakage prevention. Analysis on survey data from 276 internet users reveals that the users can be classified into responsive, avoidance, proactive, indifference groups. Furthermore, there are differences between groups in terms of motivation, information seeking, and behaviors for personal information leakage prevention. This study contributes to expand existing literature by providing tailored guidelines for implementation of personal information protection strategies and policy.

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