Hill Publishing Group | contact@hillpublisher.com

Hill Publishing Group

Location:Home / Journals / The Educational Review, USA /


A Study of Determinants of Teenagers’ Privacy Protection Intentions on Social Networking Sites

Date: October 25,2019 |Hits: 1663 Download PDF How to cite this paper

Di Wang

C202, Macau University of Science and Technology, Avenida Wai Long, Taipa, Macau, China.

*Corresponding author: Di Wang


Using protection motivation theory, this study aimed to understand factors that affect teenagers’privacy protection intention on a social network site, Wechat Moment. Perceived severity, perceived vulnerability, self-efficacy and response efficacy were predicted to be positively related to privacy protection intention, while perceived rewards and response costs were predicted to be negatively related to privacy protection intention. Results from a survey of 608 Chinese teenagers showed that perceived severity, perceived vulnerability, self-efficacy and response efficacy were positively related to teenagers’privacy protection intention on Wechat Moment, while response costs and perceived rewards were not related to teenagers’privacy protection intention on Wechat Moment.


Bagozzi, R. P., & Yi, Y. (1988). On the evaluation of structural equation models. Journal of the Academy of Marketing Science, 16, 74-94.

Banks, M. S., Onita, C. G. & Meservy, T. O. (2010). Risky Behavior in Online Social Media: Protection Motivation and Social Influence. Proceedings of the Sixteenth Americas Conference on Information Systems, Lima, Peru, August, 12-15, 2010.

Bearden, W .O., Netemeyer, R. G., & Mobley, M. F. (1993). Handbook of Marketing Scales: Multi-Item Measures for Marketing and Consumer Behavior Research, Newbury Park, CA: Sage Publications.

Brandtzæg, P. B., Lüders, M., & Skjetne, J. H. (2010). Too Many Facebook “Friends”? Content Sharing and Sociability Versus the Need for Privacy in Social Network Sites. International Journal of Human-Computer Interaction, 26, 1006-1030.

China Internet Network Information Center (2016). 2015 Chinese Youth Internet Behavior Research Report. Retrieved Nov. 2, 2017 from http://www.cnnic.cn/hlwfzyj/hlwxzbg/qsnbg/201608/P020160812393489128332.pdf

Christofides, E., Muise, A. & Desmarais, S. (2009). Information Disclosure and Control on Facebook: Are They Two Sides of the Same Coin or Two Different Processes? Cyberpsychology& Behavior, 12, 341-345, doi: 10.1089/cpb.2008.0226.

Deci, E. L. (1971). Effects of externally mediated rewards on intrinsicmotivation. Journal of Personality and Social Psychology, 18, 105-115.

Deci, E. L., Koestner, R., & Ryan, R. M. (1999). A meta-analytic review ofexperiments examining the effects of extrinsic rewards on intrinsic motivation. Psychological Bulletin, 125 (6), 627-668.

Dinev, T., & Hart, P. (2004). Internet privacy concerns and their antecedents-measurement validity and a regression model. Behaviour& Information Technology, 23(6), 413-422.

Dienlin, T. & Metzger, M. J. (2016). An Extended Privacy Calculus Model for SNSs: Analyzing Self-Disclosure and Self-Withdrawal in a Representative U.S. Sample. Journal of Computer-Mediated Communication, 21, 368-383.

Fornell, C., &Larcker, D. F. (1981). Evaluating Structural Equation Models with Unobservable Variables and

Measurement Error. Journal of Marketing Research, 18, 39-50.

Floyd, D. L., Prentice‐Dunn, S., & Rogers, R. W. (2000). A meta-analysis of research on protection motivation theory. Journal of Applied Social Psychology, 30(2), 407-429.

Gefen, D., & Straub, D. (2005). A Practical Guide to Factorial Validity Using PLS-Graph: Tutorial and Annotated Example. Communications of the AIS, 16, 91-109.

Ifinedo, P. (2012). Understanding information systems security policy compliance:An integration of the theory of planned behavior and the protection motivationtheory. Computers & Security, 31(1), 83-95.

Jiang, S., Dong, S. & Watson, I. (2015). China: Clothes come off in viral Uniqlo sex video. Retrieved Nov. 2, 2017 from http://edition.cnn.com/2015/07/15/asia/china-beijing-uniqlo-sex-video/index.html

Johnston, A. C., & Warkentin, M. (2010). Fear appeals and information security behaviors: an empirical study. MIS quarterly, 34 (3), 549-566.

Milne, S., Sheeran, P. & Orbell, S. (2000). Prediction and intervention in health-related behavior: a meta-analytic review of protection motivation theory. Journal of Applied Social Psychology, 30, 106-143.

Moriarty, C. M. (2009). Effects of self-efficacy and response efficacy messages in health news: Changing health attitudes and behavioral intentions(Doctoral dissertation). University of Illinois at Urbana-Champaign, Urbana, Illinois

Lee, D., Larose, R., &Rifon, N. (2008). Keeping our network safe: a model of online protection behavior. Behaviour&Information Technology, 7, 445-454.

Lee, Y. (2011). Understanding anti-plagiarism software adoption: An extended protection motivation theory perspective. Decision Support Systems, 50(2), 361-369.

Lipford, H. R., Besmer, A., & Watson, J. (2008). Understanding Privacy Settings in Facebook with an Audience View. In Proceedings of the USENIX Workshop on Usability, Psychology, and Security (UPSEC 2008), San Francisco, CA, USA.

Lwin, M. O., Stanaland, A. J., & Miyazaki, A. D. (2008). Protecting children's privacy online: How parental mediation strategies affect website safeguard effectiveness. Journal of Retailing, 84(2), 205-217.

Peace, A. G., Galletta, D. F., & Thong, J. Y. (2003). Software piracy in the workplace: A model and empirical

test. Journal of Management Information Systems, 20(1),153-177.

Pechmann, C., Zhao, G., Goldberg, M. E., & Reibling, E. T. (2003). What to convey in antismoking advertisements for adolescents: The use of protection motivation theory to identify effective message themes. Journal of Marketing, 67(2), 1-18.

Pew Research Center. (2013). Teens, Social Media, and Privacy. Retrieved Nov. 2, 2017 from http://www.pewinternet.org/files/2013/05/PIP_TeensSocialMediaandPrivacy_PDF.pdf

Rogers, R.W. (1975). A protection motivation theory of fear appeals and attitude change. Journal of Psychology, 91, 93-114. doi:10.1080/00223980.1975.9915803.

Rogers, R. W. (1983). Cognitive and physiological processes in fear appeals and attitude change: A revised theory of protection motivation. In B. L. Cacioppo& L. L Petty (Eds.), Social Psychophysiology: A Sourcebook (pp. 153- 176). London, UK: Guilford.

Zhang, L., & McDowell, W. C. (2009). Am I really at risk? Determinants of online users' intentions to use strong passwords. Journal of Internet Commerce, 8(3-4), 180-197.

Sundén, J. (2003). Material Virtualities: Approaching Online Textual Embodiment. New York: Peter Lang.

Trimble, M. (2017). Harvard Pulls Admission Offers After Explicit Posts. Retrieved Nov. 2, 2017 from https://www.usnews.com/news/national-news/articles/2017-06-05/harvard-pulls-student-admission-offers-after-explicit-facebook-posts

Tufekci, Z. (2008). Can You See Me Now? Audience and Disclosure Regulation in Online Social Network Sites. Bulletin of Science, Technology & Society, 28, 20-36, doi: 10.1177/0270467607311484.

Utz, S., & Kramer, N. (2009). The privacy paradox on social network sites revisited: The role of individual

characteristics and group norms. Cyberpsychology: Journal of Psychosocial Research on Cyberspace, 3(2). Retrieved Nov. 3 from https://cyberpsychology.eu/article/view/4223/3265

Wang, D. (2017). A study of the relationship between narcissism, extraversion, drive for entertainment, and narcissistic behavior on social networking sites. Computers in Human Behavior, 66, 138-148. We Chat Chatterbox (2016, December 29). The 2016 WeChat Data Report. Retrieved Nov.2, 2017, from http://blog.wechat.com/2016/12/29/the-2016-wechat-data-report/

Westin, A. F. (1967). Privacy and freedom. Atheneum, New York.

Workman, M., Bommer, W. H., & Straub, D. (2008). Security lapses and the omission of information security measures: A threat control model and empirical test. Computers in Human Behavior, 24(6), 2799-2816.

Yoon, C., Hwang, J. Kim, R. (2012). Exploring Factors That Influence Students’ Behaviors in Information Security. Journal of Information Systems Education, 23(4), 407-414.

Youn, S. (2005). Teenagers’ Perceptions of Online Privacy and Coping Behaviors: A Risk–Benefit Appraisal Approach. Journal of Broadcasting & Electronic Media, 49, 86-110, doi: 10.1207/s15506878jobem4901_6.

Youn, S. (2009). Determinants of Online Privacy Concern and Its Influence on Privacy Protection Behaviors Among Young Adolescents. The Journal of Consumer Affairs, 43, 389-418.

Zhang, L., & McDowell, W. C. (2009). Am I really at risk? Determinants of online users' intentions to use strong passwords. Journal of Internet Commerce, 8(3-4), 180-197.

How to cite this paper

A Study of Determinants of Teenagers' Privacy Protection Intentions on Social Networking Sites

How to cite this paper: Wang, D. (2019). A Study of Determinants of Teenagers’ Privacy Protection Intentions on Social Networking Sites. The Educational Review, USA, 3(10), 152-163.

DOI: http://dx.doi.org/10.26855/er.2019.10.004

Free HPG Newsletters

Add your e-mail address to receive free newsletters from Hill Publishing Group.

Contact us

Hill Publishing Group

8825 53rd Ave

Elmhurst, NY 11373, USA

E-mail: contact@hillpublisher.com

Copyright © 2019 Hill Publishing Group Inc. All Rights Reserved.