The Role of Online Privacy Concern as a Mediator between Internet Self-Efficacy and Online Technical Protection Privacy Behavior

Abstract

Online risks may result in unnecessary harm but these risks can be minimized by being online privacy concerned and by taking privacy protective actions. Few studies examined the impact of privacy concern and internet self-efficacy on the online technical protection privacy behavior. Therefore, this research aims to investigate the effect of privacy concern and internet self-efficacy on technical protection. Quantitative and purposive sampling methods were used in this study. Data were gathered via questionnaire surveys from 235 undergraduates from six universities in Malaysia. The questionnaire includes participants’ demographic data, internet addiction test, web user self-efficacy scale, privacy concern, and technical protection scale. Hierarchical multiple regression analyses were conducted to examine the effect of internet self-efficacy and privacy concern on technical protection, while controlling for gender, course type, and internet addiction. Results showed that both privacy concern and internet self-efficacy were significant predictors of technical protection. Moreover, mediation analysis showed that there was an indirect effect of internet self-efficacy on technical protection through privacy concern. The results contribute to literature by revealing how internet self-efficacy and privacy concern increase technical protection. The government and policy makers can design intervention and prevention programs that aim to boost privacy concern and internet self-efficacy, so that internet users are more capable of safeguarding their online privacy.