Description
The Protection Motivation Theory is a leading framework to study individuals’ information security behaviors such as identity theft protection, but the effects of its two components, namely threat appraisal and coping appraisal, vary across studies. This study examines the issue based on an integrated Protection Motivation-Precaution Adoption Process Model. We suggest that the effects of perceived threat (perceived vulnerability and perceived severity) and perceived coping efficacy (perceived response efficacy and self-efficacy) on individuals’ intentions to adopt identity protection service are influenced by the stage of the person in the behavioral change process: for individuals in the action stage, their intention is influenced more by perceived coping efficacy but less by perceived threat, compared to those in the pre-action stage. An online survey via Qualtrics Research Suite partially confirms our expectation. An implication of the study is to deliver stage-targeted information to individuals to effectively motivate them to adopt the service.
Recommended Citation
Li, Yuan; Wang, Jingguo; and Rao, H. Raghav, "Adoption of Identity Protection Service: An Integrated Protection Motivation – Precaution Adoption Process Model" (2017). AMCIS 2017 Proceedings. 23.
https://aisel.aisnet.org/amcis2017/InformationSystems/Presentations/23
Adoption of Identity Protection Service: An Integrated Protection Motivation – Precaution Adoption Process Model
The Protection Motivation Theory is a leading framework to study individuals’ information security behaviors such as identity theft protection, but the effects of its two components, namely threat appraisal and coping appraisal, vary across studies. This study examines the issue based on an integrated Protection Motivation-Precaution Adoption Process Model. We suggest that the effects of perceived threat (perceived vulnerability and perceived severity) and perceived coping efficacy (perceived response efficacy and self-efficacy) on individuals’ intentions to adopt identity protection service are influenced by the stage of the person in the behavioral change process: for individuals in the action stage, their intention is influenced more by perceived coping efficacy but less by perceived threat, compared to those in the pre-action stage. An online survey via Qualtrics Research Suite partially confirms our expectation. An implication of the study is to deliver stage-targeted information to individuals to effectively motivate them to adopt the service.