An Integrated Framework of Technology Threat Avoidance Theory and Mass Interpersonal Persuasion for Explaining Anti-Malware Adoption: A Case of University Students in the Philippines

The growing reliance on digital technologies among college students heightens their vulnerability to malware, threatening academic performance, privacy, and data security. Despite available protective software, anti-malware adoption remains limited in higher education. This study examines adoption behavior by integrating Technology Threat Avoidance Theory (TTAT) and Mass Interpersonal Persuasion (MIP). Using a quantitative-correlational design with Partial Least Squares Structural Equation Modeling (PLS-SEM), data were collected through a validated survey covering susceptibility, severity, perceived threat, safeguard effectiveness, cost, self-efficacy, persuasion, motivation avoidance, and behavior avoidance. Results show susceptibility and severity shaped perceived threat, which, along with safeguard factors and persuasion, influenced motivation avoidance, strongly predicting behavior avoidance. Findings confirm the TTAT-MIP framework's applicability and emphasize the need for awareness campaigns combining rational risk communication with peer-driven digital safety practices.