Factors Related to Privacy Concerns and Protection Behaviors Regarding Behavioral Advertising

Abstract

Research on online behavioral advertising has focused on users' attitudes towards sharing and what information they are willing to share. An unexplored area in this domain is how users' knowledge of how to protect their information differs from their self-efficacy about executing privacy protection behavior. The results of a 179-participant online study show that knowledge explains privacy concerns, but self-efficacy explains protection behaviors. Perceived behavioral control was related to both concerns and behavior.