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Assessing the Determinants of Millennials’ Online Protective Behavior: How Their Protection Motivation Translates into Actual Use Behavior

In: Advances in Digital Marketing and eCommerce

Author

Listed:
  • Ana S. Medeiros

    (Universidade Nova de Lisboa)

  • Luis F. Martinez

    (Universidade Nova de Lisboa)

  • Luisa M. Martinez

    (Universidade Europeia)

Abstract

This research assesses the determinants of Millennials protection motivation (or security intentions) on their actual use behavior when navigating online, considering the protective measures they adopt. Accordingly, we propose a model integrating variables from two widely accepted behavioral theories, the Protection Motivation Theory and the Reasoned Action Approach. An online survey was conducted, relying on the responses of 236 participants from different nationalities, which were analyzed through hierarchical multiple regression. Results show a gap between security intentions and use behavior and indicate safety habit strength and actual control as significant predictors of Millennials’ use behavior. By focusing not only on the users’ behavioral intentions but also on their actual use behavior, this research seeks to extend the previous literature on the topic.

Suggested Citation

  • Ana S. Medeiros & Luis F. Martinez & Luisa M. Martinez, 2020. "Assessing the Determinants of Millennials’ Online Protective Behavior: How Their Protection Motivation Translates into Actual Use Behavior," Springer Proceedings in Business and Economics, in: Francisco J. Martínez-López & Steven D'Alessandro (ed.), Advances in Digital Marketing and eCommerce, pages 153-162, Springer.
    • Handle: RePEc:spr:prbchp:978-3-030-47595-6_20
    DOI: 10.1007/978-3-030-47595-6_20
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