Consumer motivations in taking action against spyware: an empirical investigation

Abstract

PurposeThe purpose of this paper is to develop a research framework and empirically analyze the factors that motivate the consumers to adopt and use anti‐spyware tools when they are faced with security threats.Design/methodology/approachThe research model was tested with data obtained through online survey questionnaires. A pre‐ and a pilot‐test of the survey instrument are conducted. Then, a final five‐point Likert scale instrument is created. The solicitation for participants is done through e‐mail invitations. Survey results are analyzed using factor analysis and logistic regression.FindingsThe results do not find statistically significant relationships for hypotheses related to perceived vulnerability and response cost with the dependent variable. Perceived severity, self‐efficacy, and response efficacy are significantly related to use of anti‐spyware tools.Research limitations/implicationsThe empirical findings suggest that protection motivation theory (PMT) may possibly provide a new avenue in the domain of IS adoption. In addition to the usefulness and ease of use in the classical IT adoption models, the threat appeal factors are added in this study to provide a different perspective in understanding technology adoption behavior.Practical implicationsThe findings provide insights for business managers and information security professionals attempting to deliver to and implement security mechanisms like anti‐spyware among end‐users who are faced with security threats.Originality/valueWhile theories such as technology acceptance model, theory of planned behavior and theory of reasoned action are insufficient to gauge consumers' attitude and behavioral change toward the adoption of anti‐spyware tools when consumers are confronted with threats, this paper provides theoretical support and contributions to the research based on applying PMT in the arena of information systems.