Journal
JOURNAL OF CONSUMER AFFAIRS
Volume 43, Issue 3, Pages 449-473Publisher
WILEY
DOI: 10.1111/j.1745-6606.2009.01148.x
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This research draws upon protection motivation theory and social cognitive theory to investigate the extent to which the level of perceived threat and likelihood of threat along with online self-efficacy affect online behaviors. This article contributes to the literature by investigating a wide range of risky and protective behaviors and examining the role of online self-efficacy with a national online survey of 449 nonstudent respondents. Results show that both self-efficacy and demographic factors such as age have a differential impact on the type of behaviors taken online.
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