Emotion and Context's Impact on Users'Engagement in Defensive Privacy Protection Behaviors
[Objective]This study explores the mechanism of threat assessment on users'willingness to engage in defensive privacy protection behaviors.It helps companies make reasonable privacy management decisions and foster a healthy corporate digital ecosystem.[Methods]Based on the protection motivation theory and focusing on threat assessment,we introduced"information privacy anxiety"as an emotional mediating variable.Then,we used the information sensitivity of the context as a moderating variable to construct a model for the impact mechanism of threat assessment on users'defensive intentions.We used the SEM-PLS to empirically analyze 183 financial and 200 e-commerce context datasets.[Results]Information privacy anxiety is a critical emotional factor influencing users'willingness to defensive privacy protection behaviors.It plays a partial mediating role between perceived threats and defensive intentions.The information sensitivity of the context positively moderates the relationship between information privacy anxiety and defensive willingness.The information sensitivity of the context only has a moderating effect on the relationship between perceived vulnerability and threat.In contrast,it did not moderate the relationship between perceived severity and threat.[Limitations]This study explores willingness rather than actual behaviors.Regarding information sensitivity comparison,we only chose representative finance and e-commerce contexts.[Conclusions]This study advances the protection motivation theory,providing theoretical guidance for business to adopt appropriate management measures to reduce users'defensive privacy protection behaviors.
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