Does protection motivation predict self-protective online behaviour? Comparing self-reported and actual online behaviour using a population-based survey experiment

Abstract

Protection Motivation Theory (PMT) proposes that protection motivation is positively related to self-protective online behaviour. This notion has been supported by empirical studies, but these have so far almost exclusively used self-reported data on behaviour. However, how people say they behave online does not always correspond with how they actually behave online. The current study explores the relationship between PMT factors and actual online behaviour compared to self-reported online behaviour, using unique data from a population-based survey experiment (N = 2419). Results indicate that actual online behaviour differs to a large extend from self-reported online behaviour and implications are discussed for PMT and future studies aiming to explain the safety of online behaviour.